Peggy Gou x Tequila Don Julio 1942: Meet 194Gou

From music to fashion to fine spirits, Peggy Gou lets us in on her signature energy that powers 194구, or 194Gou—a bold limited edition bottle design that fuses personal identity with Don Julio’s tequila legacy

We're not saying she's a "Regina George," but when Peggy Gou was spotted wearing a purple cowboy hat about a month ago, suddenly everyone coveted a similarly statement-making topper in that lavender hue—just like a scene out of Mean Girls. The intrigue deepened as select insiders including Miles Chamley-Watson and Winnie Harlow were spotted donning identical hats soon after, marked with what was then a mysterious logo that, little did we know then, hinted at the recently unveiled collaboration between Don Julio 1942 and DJ-producer Peggy Gou.

What collaboration, and why a cowboy hat, you ask? This marks a first-of-its-kind global partnership between Tequila Don Julio 1942 and internationally-acclaimed DJ-producer and style icon—and longtime friend of the brand—Peggy Gou. Born from this pioneering alliance is 194구, a limited edition bottle cleverly named using wordplay on Tequila Don Julio's founding year of 1942 while fusing the Korean character “구”, pronounced "Gou." As for the cowboy hat? That served as a chic nod and pays elegant homage to Don Julio's proud heritage and founder, who wore the same style throughout his life. Each hat was thoughtfully sourced by the brand's collaborator and Mexican stylist Nayeli de Alba and produced in Guanajuato, Mexico, ensuring authentic representation of its cultural roots.

In case you missed it: Don Julio and Peggy Gou drop the limited edition Don Julio 194구 in a bold fusion of style and spirits

Above Peggy Gou at the Tequila Don Julio 1942 194Gou event in Seoul, Korea

Peggy Gou at the Tequila Don Julio 1942 194Gou event in Seoul, Korea

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As for the elixir within, the limited Tequila Don Julio 194구 features the same luxuriously smooth tequila that defines Tequila Don Julio 1942. Aged for at least two and a half years in American white oak barrels, it delivers exquisite notes of warm oak, vanilla, and roasted agave, culminating in an exceptionally smooth finish.

Having catapulted to social media stardom around 2018, Gou's meteoric rise to international fame stems from two defining elements: her impeccably eclectic, uber-cool aesthetic, and her genre-defying "K-house" sound—honed over years of mastering music as a pianist, DJ and producer. Combining her talents to create innovative chart-topping tracks powerful enough to get people worldwide dancing despite language barriers, the Berlin-based South Korean has organically channeled her former fashion editor sensibilities into becoming a style icon whose every wardrobe choice is liked, saved and followed for sartorial inspiration and beyond.

Since then, her creative vision has manifested across fashion, art, design and beauty, and it was inevitable that enthusiasts would want to know every detail of her life, down to what she eats and drinks. This curiosity was partially satisfied in her "It Makes You Forget (Itgehane)" music video release about seven years ago, which featured Don Julio 1942 as her celebratory spirit of choice.

Don’t miss: How Don Julio tequila celebrates its founder’s love for Mexico and its people with a global campaign

Above Peggy Gou's It Makes You Forget (Itgehane)

Fast forward to today, and 194구 represents a world-first for the number one tequila brand globally. Beyond the artful elements adorning the limited edition bottles, this collaboration's impact resonates deeper as a creative union bridging cultures, craftsmanship and the artistry of both luxury spirits and nightlife in their finest expression.

Following the launch earlier this month, we caught up with the culture powerhouse to explore her relationship with Don Julio; the creation story behind 194구; how quality craftsmanship and good energy define luxury for her; and finally, how exactly she prefers to savor her tequila…

Above The original meets the limited edition Tequila Don Julio 1942 x Peggy Gou, 194구

The original meets the limited edition Tequila Don Julio 1942 x Peggy Gou, 194구

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Tatler Singapore: This is the first-ever cultural collaboration for Don Julio, and it feels like a natural evolution—given that you've long been a dear friend of the brand. What first sparked your journey with Don Julio, and how has it evolved over time?
Peggy Gou: Don Julio 1942 has always been my go-to for celebrating, whether it's after a set, with friends or just enjoying life. It even made an appearance in my Nanana music video! This collab felt like a natural next step, and I love that we're bringing both of our worlds together in a bold way.

TS: What made this the right partnership for you?
PG: I only collaborate on things I truly love. Don Julio 1942 is already my favorite, so getting to design a bottle in collaboration with them? That's a dream come true.

TS: Don Julio is known for revolutionising the luxury tequila segment. As an artist who is constantly innovating in your realms, what parallels do you see between your creative approach to music, fashion and art, and the brand's innovation?
PG: It's all about pushing boundaries while staying true to what makes you great. Don Julio changed the tequila game with quality and craftsmanship, and I share their passion when it comes to music & fashion.

TS: "194Gou" is yet another genius form of wordplay that you have also become famously associated with. How else does this collaboration reflect or represent an extension of your identity and artistic philosophy?
PG: It's playful, bold, and personal. "1942" meets "구", blending my identity with an iconic brand I love. That's exactly how I approach everything in life, mixing cultures, styles, and influences to create something fresh and that people will remember.

Above The 194구 campaign starring Peggy Gou

The 194구 campaign starring Peggy Gou

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TS: How did the idea for Don Julio 194Gou come to life, and what's the story behind the limited edition bottle design?
PG: I wanted something that felt like me but still honoured Don Julio's legacy. The design has a mix of being bold but still timeless. The shape of the Don Julio 1942 bottle is actually inspired by the agave plant, with its tall, curved form mimicking the leaves, which I thought was really cool. It already had this natural elegance, so I just put my own spin on it to make it feel even more like a statement piece.

TS: The limited edition bottle is a visual statement. Can you share more about the finer details of the design—for example are there underlying messages in certain elements; is there a personal story linked to the colours used; do certain elements reflect your style, passions or life experiences?
PG: Every detail was intentional. The mint-green and deep purple colours balance vibrancy and sophistication. The holographic "194구" label combines my identity with Don Julio's. The chrome cap adds a sleek finish, and inside the box, I even included a hand-drawn self-portrait and special message to my fans that purchase it.

TS: What emotions or expressions do you hope to invoke when people see and experience Don Julio 194Gou?
PG: Excitement, celebration and a bit of exclusivity. I want those that purchase our bottle to feel like they're part of something special!

TS: You're known for your bold, genre-bending approach to many things across music to fashion to art. Did you approach designing the Don Julio 194Gou bottle the way you'd approach music production or a fashion collaboration—are your creative processes or starting points similar?
PG: Definitely! Whether I'm working on a song, choosing an outfit or co-designing this collab bottle, everything I do starts with my energy. I always want to tell a story through design, just like I do with music.

TS: This collaboration positions Don Julio tequila not just a drink, but a brand that's part of a broader cultural movement and lifestyle. In your view, what spirit does Don Julio 1942 bring to the global nightlife, music and creative scenes today?
PG: It brings effortless luxury. Don Julio 1942 is what you drink when you're celebrating something big or just making everyday moments feel special.

Above Peggy Gou's preferred way to savour Tequila Don Julio 1942? Neat, or on the rocks

Peggy Gou's preferred way to savour Tequila Don Julio 1942? Neat, or on the rocks

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TS: Your collaborations—from fashion to music to lifestyle—always have a distinct energy. How do you decide which projects to take on, and what makes this collaboration stand out for you?
PG: I trust my gut. If I don't love it, I don't do it. This one was easy, Don Julio 1942 has been a long-time favourite for me and I love that the brand gave me creative freedom to collaborate on the design.

TS: From festivals to clubs, tequila fuels all sorts of celebrations. What, in your opinion, is the perfect moment to enjoy a pour of Don Julio tequila?
PG: Anytime you're surrounded by good energy. After a set, at a dinner with friends or just vibing to music at home.

TS: What is Peggy Gou's favourite way of savouring tequila?
PG: Neat or on the rocks! I like keeping it simple and enjoy the liquid as it is.

TS: Creative and branding alignments aside, what do you love about Don Julio tequila?
PG: Definitely the quality. It's smooth, rich and made with 100% blue agave. You can taste the craftsmanship in every sip.

TS: If 194Gou could be interpreted as one of your songs, or a specific genre, what would it be and why?
PG: "It Goes Like (Nanana)" is the obvious choice here because it's got that energy and Don Julio 1942 makes an appearance in the music video.

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Peggy Gou talks energy, creativity and Don Julio's 194구