GREY GOOSE Vodka and Parisian fashion label Maison Labiche have collaborated to create this year’s limited-edition GREY GOOSE Riviera bottle, and reveal a hand-designed capsule collection comprised of fashion and travel items , designed as an invitation for people to ‘Live Victoriously’ this summer.
The GREY GOOSE x Maison Labiche limited edition Riviera bottle is the third annual instalment in the GREY GOOSE Riviera Series and will be available at selected retailers including Sainsbury’s, Tesco, Amazon and Ocado from 28thMay 2019.
The phrases on the limited GREY GOOSE Riviera Series bottle, depicted in the Maison Labiche signature style embroidery font, read as an invitation to Live Victoriously this summer, recognising moments of everyday celebration— from brunch on the terrace to sundowners on the balcony, a reminder that summer is for living in the moment.
The unique wave design on the bottle is inspired by trips taken by Maison Labiche co-founders, Jean-Baptiste Richard and Marie Welté, to the Côte d’Azur and the shores Pampelonne beach in the French Riviera.
The partnership with Maison Labiche extends this year’s GREY GOOSE Riviera series beyond the bottle and translates the designs into an all-new limited-edition capsule collection that features a leather passport wallet, a range of unisex t-shirts in classic white or Breton stripes and a beach towel. Each item is embroidered with the Maison Labiche signature handwriting style, depicting phrases that remind us to live victoriously this summer, including ‘Vivre le moment’, ‘Live like summer never ends’ and ‘Live Victoriously’. The capsule collection will retail on www.maisonlabiche.com from May 15, 2019 with international shipping available.
The collaboration between GREY GOOSE and Maison Labiche is cemented in a shared understanding of consumer demand for more authentic and relatable luxury brands andlaunches after the recent brand platform reveal from GREY GOOSE Vodka – Live Victoriously. At its core, Live Victoriously recognises that you are the special occasion, and that every moment—big and small– is an opportunity to create a lifelong memory. The insight behind the platform is that personal fulfilment is no longer achieved by simply impressing others, but rather by a brand’s role in helping consumers transform otherwise ephemeral moments into lifelong memories.
“Live Victoriously is centred around the philosophy that you deserve better than ‘good enough,’” said Lee Applbaum, global chief marketing officer of GREY GOOSE. “You don’t need a special occasion to enjoy GREY GOOSE simply because it’s credited as a quality product – living victoriously is recognising that you are the special occasion. This summer, the collaboration between GREY GOOSE and Maison Labiche and the accompanying designs on our limited-edition bottle and capsule collection seek to reminds us that every moment, no matter how ephemeral, is an opportunity to create a life-long memory.”
On the partnership,Marie Welté, co-owner and co-founder of Maison Labiche, commented: “Created as an ode to summer moments of celebration, the Riviera capsule collection extends our collaboration with GREY GOOSE beyond the limited-edition bottle design and into items designed for summer living. We feel synergies with the new GREY GOOSE Live Victoriously ethos – whilst we are a French luxury brand, we do not take ourselves too seriously and we look to inject fun, humour and savoir-faire into the phraseology that can be personalised onto each item. The capsule collection reminds us all to celebrate the moments that matter during the summer – be it travelling for holidays or spending time with friends and loved ones closer to home.”
Completing the Riviera series collaboration this year is the GREY GOOSE ‘Paris to Pampelonne’ cocktail, created by Maison Labiche at the home of Grey GOOSE in France. Incorporating the tastes and scents of a summer spent on the French Riviera, following the journey taken by Maison Labiche from their home in Paris to the shores of Pampelonne in the Riviera, It features the finest olive oil from Provence and lemons from Menton – the same ones used to make Grey Goose Le Citron flavoured vodka.