Lady Gaga and Dom Pérignon combine zest and philanthropy in radical campaign
Lady Gaga has joined forces with the prestigious champagne brand for an electric visual campaign and limited-edition sculpture that gives back
When it comes to making an entrance, they don’t come much bolder, more exuberant, and unexpected than those made by Lady Gaga. In another characteristically radical new arrival, the American singer, songwriter, and actor has joined forces with leading champagne brand Dom Pérignon to create Queendom, an energetic, bubbly and multifaceted campaign set to turn heads, and profits, for the greater good.
Lady Gaga is a longtime aficionado of Dom Pérignon. After getting close and personal with the brand by time travelling through its history, she discovered the depths of its legacy, one that dates back to the 17th century and harbours a dedication to craft.
The campaign includes a series of surreal images and a film directed by British fashion photographer Nick Knight. Lady Gaga poses, elaborately dressed in a ruffled pink custom gown by former Thom Browne designer Jackson Wiederhoeft, within her ‘Queendom’, aptly accompanied by Free Woman, a track from Lady Gaga’s recently-released album Chromatica.
‘My desire was to create a burst of positive fantasy – a beautiful world that exists only in people’s imaginations,’ explained Knight, who worked with Haus of Gaga – the name given to Lady Gaga’s creative team – for the ‘visual experiment’. ‘Fantasy is such an important part of our lives; it makes us dream and fuels our creativity. And right now, the world needs celebration.’
The campaign’s pièce de résistance is a new limited-edition sculpture which functions as a veil, enveloping a majestic jeroboam of Dom Pérignon Rosé Vintage 2005. The sculpture was designed by Lady Gaga in partnership with the artist’s long-time collaborator, creative director Nicola Formichetti and appears frozen in time. Restricted to 110 exclusive pieces, each will be sold through private sales and showcased in flagship Dom Pérignon locations.
Lady Gaga’s is the latest in a series of creative collaborations for the champagne house, which has included the likes of Lenny Kravitz, Toiletpaper and French photographer Thomas Humery.
The doyenne of reinvention, pioneer of a new music genre and star of the big screen, there are few curves Lady Gaga is not ahead of. But the creative polymath has also blazed trails for the greater good. During the last decade, she’s been a powerful voice for the LGBT+ community. Her One World concert initiative raised more than 120 million dollars for the World Health Organisation and the frontline healthcare battling the Covid-19 pandemic and earlier this year, she was honoured for her art and activism by the Martin Luther King Jr. Center.
All sales proceeds from the limited-edition sculpture will be directed to The Born This Way Foundation, launched by Lady Gaga and her mother Cynthia Germanotta in 2011. The foundation supports the wellbeing of young people, aims to eradicate stigmas around mental health and works to create a ‘kinder and braver world’ through campaigns and programmes.
In the fantastical world of the Queendom, there are no half measures. The campaign is a collision of forces – ones that share energy, zest and an ethos based on the power of craft and creativity. And this is far from the end of the partnership: over the next two years, Lady Gaga and Dom Pérignon will announce further extensions to their collaboration, including limited edition cases for the 2010 Vintage and Rosé 2006 is due to be released in autumn 2021. §