Monday, 11 August 2008

Wine and Fashion

Nicolo Regazzoni, an Italian wine journalist, writes in his blog Italian Wine News that “Fashion drives Italian wine perception”. He is quite right. He quotes recent research carried out by Wine Intelligence:

“which finds that UK wine drinkers, who indulge in more international travel than their American counterparts, tend to drink wines from the countries they visit once they’re back home, giving them a broader repertoire than their US cousins. Italian wines are now regarded as part of a cultural family which includes Gucci, Ferrari and Armani. For those who can’t travel, a favourable perception of a country can be created through other means: Italy, for example, is clearly boosted by cutting-edge fashion.”

A country's culture is part of its “brand” identity and you can see this all over the place – take for example Bordeaux Style. Bordeaux has its own unique style, just like Paris. I am not talking about architecture but the essence of the place. Think of Paris and you get an image of chique, cosmopolitan elegance. Paris has a modern feel. Bordeaux is much more ancient. Think of Bordeaux and what comes to mind? Ageless grandeur and sophistication – rooted firmly in our minds due to the grand vins and the great Romanesque abbeys and chartreuse styled châteaux.
If Bordeaux had a colour what do you think it would be? Wine red? No – that’s Burgundy.

Bordeaux is a metallic pearl grey. “Why this colour?” I hear you ask. It’s simple. It reflects both age and invention. It rolls the faded patina of ancient châteaux, gilded baroque grandeur and our modern steel and chrome into an image of timeless refinement. It reflects its wine . . . centuries old, the height of good taste and resplendent in its excellence. It’s not brash or nouveau riche. It’s polished and cultured, just like the pearl.

In the retail world, this is illustrated by lots of gleaming silver grey garments or shimmering cream or coffee cream clothes with texture on texture. This is a fashion trend that has been hotting up for sometime. The trend in textiles is toward shiny sumptuous fabrics that gleam with dusted sheen or have sheer qualities. Raw silk, glistening brocades, satin, moirés, taffetas and chiffons with luminous qualities reign supreme - just watch the cat walk!

Images Courtesy of

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