Trust Lady Gaga to take one of the world’s most decadent brands and make it even more glamorous. The American performer has paired up with champagne house Dom Pérignon for a collaboration that celebrates creativity and supports at-risk youth. As part of the campaign, Gaga appears in all her surreal glory in a conceptual video shot by visionary photographer and director Nick Knight. She’s dressed in two opulent regal robes—one, sharp and sculptural in scarlet and magenta, the other all frilly pleated ruffles of pink lamé—sashaying to a trippy remix of Free Woman from her 2020 album Chromatica. She poses with a bottle of Dom Pérignon and raises a flute of Rosé Vintage 2006.
As mesmerising as the singer herself is the centrepiece of this collaboration: a limited-edition, veil-like sculpture enveloping a bottle of Dom Pérignon Rosé Vintage 2006, a wine tempered by a slow maturation of almost 12 years in the cellar. Only 110 pieces—designed by Gaga in collaboration with longtime artistic partner Nicola Formichetti—will be sold, with proceeds benefiting her Born This Way Foundation.
Vincent Chaperon, Dom Pérignon’s current chef de cave, explains why the champagne house wanted to work with the pop star.
“Lady Gaga is so committed and engaged in whatever she does,” Chaperon says on a video call. “Gaga is a woman like Madame de Pompadour, resonating in the world with her constant reinvention, inspiring people to create, to be free to build and elevate.”
Gaga has long been a fan of the brand. “There’s so much that goes into the creation of this champagne in such a methodical and thoughtful way, it’s not dissimilar to how I make music,” Gaga says during our Zoom conversation. “For me, Dom Pérignon’s story is about creative freedom, about dedicating yourself to your craft and never giving up on your vision. I believe very strongly in these things, so it was clear that Dom Pérignon and I had a similar vision and understanding of creativity.”