Italian designers Dolce & Gabbana have teamed up with Bacardi’s vermouth brand Martini to launch their first co-branded drink this month in a rare diversification move for the fashion duo.
Domenico Dolce and Stefano Gabbana have designed and tested the drink which will be unveiled during Milan’s upcoming menswear fashion week, the fashion house said on Thursday.
“As a result of a joint commitment, this new co-branding project strengthens a partnership started more than 10 years ago,” Dolce & Gabbana said in a statement.
Unlike many fashion groups which branched out into jewellery, tableware or hotels to tap a wider client base amid the global financial downturn, the fashion duo has been cautious over diversification.
The drink marks the debut of Dolce & Gabbana in the wines and spirits sector and is their second co-branded product after launching a mobile phone with Motorola five years ago.
As part of their partnership with Martini, the designers have opened bars at their stores in Milan and Shanghai and launched a menswear line.
Privately-owned Bermuda-based Bacardi, which owns the Martini vermouth brand, will produce and sell the drink.
Dolce & Gabbana celebrate the 20th anniversary of their menswear line on June 19-20 in Milan.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.