BEHIND THE STITCH: ALANI
June 21, 2024
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In a striking celebration of creativity and legacy, Dom Pérignon has launched its newest campaign, Creation is a Never-Ending Journey, enlisting a dazzling array of cultural icons including Zoë Kravitz, Tilda Swinton, Iggy Pop, Anderson .Paak, Takashi Murakami, Alexander Ekman, and Clare Smyth. More than a luxury champagne showcase, this campaign is a thoughtful meditation on the creative process where inspiration, vulnerability, and transformation converge to form timeless artistry.
Photographed by renowned visual artist Collier Schorr and directed by Camille Summers-Valli, the campaign takes the form of a vivid cinematic experience. Each collaborator shares an intimate reflection on the meaning of creation, drawing from deeply personal perspectives. Zoë Kravitz likens creation to a sacred ritual, a moment where time suspends and emotion guides movement like a silent dance. Tilda Swinton speaks of creation as a leap into the unknown, a constant process of dreaming, erasing, and redreaming. For Iggy Pop, creativity is an act of love and release–a metaphorical French kiss that embraces mistakes as much as moments of brilliance.
This multilayered campaign doesn’t stop at concept. Dom Pérignon is taking things further with the launch of an immersive exhibition in central London, scheduled to open on May 15, 2025. The location is deliberately kept under wraps, but the event promises a spiral-like journey through visual and experiential art, featuring portraits and short films from current and past collaborators of the brand. It’s a powerful way of drawing guests into the brand’s evolving dialogue with art, music, design, and gastronomy.
Complementing this artistic campaign are four vintage releases that demonstrate Dom Pérignon’s ongoing pursuit of perfection and expression. These include the Dom Pérignon Vintage 2008–Plénitude 2, which captures a deepened, layered profile after extended aging; the fresh additions of the 2017 and 2018 vintages, each embodying the character of their unique harvests; and the bold Dom Pérignon Rosé Vintage 2010, which bursts with vibrancy and edge. True to its philosophy of “always a vintage,” Dom Pérignon continues to respect the singularity of each year’s expression, honoring nature’s rhythms and winemaking craft.
As the campaign progresses, Dom Pérignon plans to unveil a series of limited-edition design pieces in collaboration with one of the featured talents. Even more exciting, a live performance is already slated for 2026, further reinforcing the brand’s long-standing bond with the creative world. This forward-looking approach feels right at home in the Dom Pérignon canon, which has previously featured groundbreaking collaborations with icons such as Andy Warhol, Jean-Michel Basquiat, Karl Lagerfeld, Jeff Koons, David Lynch, and Lenny Kravitz.
The new campaign doesn’t merely market champagne; it tells a story–one of artistry, innovation, and a relentless journey toward new forms of beauty. With Creation is a Never-Ending Journey, Dom Pérignon affirms its place not just as a leader in the world of fine wine, but as a bold and enduring patron of the arts.
