CHINA. DFS Group has partnered with LVMH-owned Cognac House Hennessy to launch the Hennessy X.O x Kim Jones collection. DFS Group is the exclusive offline retailer to offer the collection in travel retail.
The collection is described as a ‘bold marriage of Cognac and couture’. It represents a first-of-its-kind cross-category partnership between the Cognac house and the renowned fashion designer.
Kim Jones is a much-respected figure in the fashion world and is currently the Artistic Director of Dior Menswear.
The three-piece Hennessy X.O x Kim Jones collection will be revealed at the 11th annual DFS Masters of Wines and Spirits at the T Galleria by DFS, Macau, City of Dreams on 17 March {The Moodie Davitt Report Chairman Martin Moodie will report on location from the event}.
As reported, the ‘Elevate Your Senses’ themed exhibition will feature a curated collection of more than 100 rare and fine wines, spirits, Champagnes, whiskies and Cognacs from over 50 brands and houses. Most are limited editions and exclusive to DFS.
The Hennessy X.O x Kim Jones Collection comprises a collectible sneaker, the Masterpiece Decanter and a limited-edition bottle.
The collection combines Hennessy X.O’s 150-year Cognac heritage with Kim Jones’ contemporary fashion vision. The sneaker, decanter and bottle all represent the merging of the design codes between the houses of Hennessy and Dior.
The HNY Low by Kim Jones sneaker takes inspiration from the early basketball shoe and mimics the sleek curves of the Hennessy X.O bottle. It is crafted from a light, Cognac-coloured nubuck leather. The sneakers will be on display in DFS Macau and the DFS Los Angeles Airport store entrance.
Commenting on the design, Jones said: “I wanted it to be elevated and chic, to reflect both the long heritage of Cognac and my own design values. I wanted it to feel like you’re almost looking into the bottle. It’s a glass of Cognac in sneaker form.”
Made using a combination of 3D printing technology and hand-crafting techniques, the Masterpiece Decanter features a sculpted, gradient blend of cognac shades. The decanter comes with a specially developed titanium casing that acts like a second skin, evoking the same effect that draping has to couture. The casing was designed to mirror the way in which Hennessy bottles are carefully encased in tissue paper to protect the contents.
Only 200 pieces are available globally. Five Masterpiece Decanters will be on display at T Galleria by DFS stores in Macau.
The third and final element is a limited-edition bottle encased in aluminium that reflects the curves and fluidity of the Hennessy bottle. It is available in DFS stores in North America and Macau
The Hennessy X.O x Kim Jones campaign is rolling out across DFS Group’s travel retail network and supported by a striking activation at Samaritaine Paris. It is also being promoted through the retailer’s ‘Cognac Meets Couture’ boutique installations in North America and at the T Galleria by DFS, Macau, City of Dreams.
Commenting on the landmark collaboration, DFS Group President Merchandising Christophe Marque said: “We are tremendously excited and honoured to be the exclusive offline luxury travel retail destination to unveil the Hennessy X.O. x Kim Jones sneaker, in what depicts the intricate craftsmanship found within Cognac and couture.
“We are also delighted to be able to provide access to every piece of the collection to our customers, from the Masterpiece Decanter, limited-edition bottle to the collectible sneaker.
“As a multi-category retailer, we have the platform to reach connoisseurs of both spirits and fashion, who will be thrilled to witness this once in a lifetime partnership.”
“Hennessy X.O and Kim Jones is an exquisite celebration of creativity and disruption,” added Moët Hennessy Asia Pacific, Global Travel Retail & Private Sales President Laurent Boidevezi.
“The collection demonstrates the best of both worlds — the world-renowned cognac making of Hennessy X.O and the cutting-edge couture crafted by British Artistic Director, Kim Jones. It marks the first time that the designer has partnered with a spirits brand, demonstrating the undeniable impact both Hennessy and Kim Jones have had in the world of design, luxury and culture as a whole.”✈
