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Kenzo designer Nigo becomes creative partner of Penfolds

19 July 2023 By Arabella Mileham

Australian wine brand Penfolds has named Nigo, the designer and creative director of Paris-based fashion label Kenzo, as its first creative partner who will head its release of its new range of wines , One by Penfolds.

The new multi-year relationship will see the Japanese designer, DJ, record producer and entrepreneur take the helm on “the creative vision for selected Penfolds projects”, the company said, starting with the global release of its new wine range that celebrating unique regions and ‘oneness’.

The nine-strong range feature four animal motifs in Nigo’s signature style that represent the winemaking regions where One by Penfolds wines are sourced – Australia (crocodile), France (rooster), China (panda) and America (bear).

Nigo rose to prominence after founding urban fashion company A Bathing Ape in 1993, and collaborated with Pharrell Williams on streetwear brands Billionaire Boys Club and Ice Cream footwear, before launching fashion brand Human Made in 2010. Prior to becoming creative director at Kenzo in September 2021, he was the creative director for Uniqlo’s UT brand and also partnered with Louis Vuitton and Virgil Abloh on a capsule collection. Alongside his design work, he has been a member and official DJ of the Japanese band Teriyaki Boyz since 2005.

Penfolds said his “innovative and future-thinking vision” were values that aligned with Penfolds philosophies.

The move taps into the need for fine wine and spirit brands to tap into a more progressive culture by being more playful and witty in their brand executions as advocated by a leading marketer to attract new customers, and appeal to collectors.

‘Wit and playfulness’ needed to super-charge the fine wine and luxury spirit sector (thedrinksbusiness.com)