We thought rosé season wouldn’t come around again until next spring, but leave it to Virgil Abloh to switch it up on us. Proving that everything is more chic with his personal touch—including Jimmy Choos, Louis Vuitton, Nikes, the world’s most famous tennis star, Serena Williams and Ikea—Abloh has now gotten into the champagne game, designing a limited-edition bottle of Moët & Chandon’s Nectar Impérial Rosé.
The US-only edition dropped on Tuesday, and, of course, was celebrated with a glamorous New York City fete at the New Museum, attended by the toast of the town. (See what we did there?)
As for the design? It features Abloh’s hallmarks—a healthy dose of Helvetica font and wry, somewhat on-the-nose labeling. For instance, the box says “For Display Only,” meaning “don’t drink this box.” As for the bottle, it says “Do Not Drop,” because who would want to waste all that good rosé?
And unlike Abloh’s usual collaborations (save Ikea), this indulgence is at least moderately affordable, currently averaging about $70 per bottle—though they’re already appearing on eBay for $150 and up.
About the collaboration, Abloh told Vogue:
“For me, it means a celebration or reverence. There’s a decadence to it, and that’s what gave the inspiration behind my version of it.”
And what outfit does the reigning king of fashion think best suitable for drinking his designer rosé? “Whatever one is most comfortable,” he told Vogue.