Lady Gaga on Her Latest Dom Pérignon Collaboration
An intimate look at the world of vintage bubbles through Gaga’s creative lens
The shadowy halls of the Abbaye Saint-Pierre d’Hautvillers in France’s Champagne region have long been synonymous with local wine history, a centuries-old backdrop for some of the most influential figures in local wine history—and, as of this year, one of the greatest artists of our time as well. Located just north of Épernay, the Benedictine monastery dates back to 650 AD, the sprawling gothic edifice a hauntingly peaceful resting place for one of its very own: Dom Pierre Pérignon, the 18th-century monk and cellar master who was pivotal in shaping the production and quality standards of the region’s wines as we know them.
Since its inception in 1936, Dom Pérignon as a Champagne house has carried its namesake’s passion and vision forward, earning an unwavering reputation of prestige and precision along the way. But thanks to Lady Gaga, who first partnered with the house in early 2021, both Dom Pérignon and the storied abbey have officially entered a new modern era of artistry unlike anything the world of champagne has ever seen before. Unveiled earlier this month, the latest chapter of this ongoing collaboration casts the new release (the house’s 2013 vintage)—and perhaps champagne as a whole—in an entirely new light through sound and movement captured in a one-and-a-half-minute film.
Much like the vintage itself, the 2023 campaign is striking, realized by Gaga and a small team of fellow visionaries including choreographer Sidi Larbi Cherkaoui, fashion director Nicola Formichetti, photographer Mario Sorrenti and director Woodkid, who also composed the film’s score. Of course, Dom Pérignon’s chef de cave Vincent Chaperon played an instrumental role in the core inspiration and creative interpretation thereof, as the wine itself remains the primary focus for the house in every endeavor.
Shot primarily in the abbey, the campaign film focuses on the labor of creation and “what it means to start at the beginning,” shares Gaga, both direct parallels to winemaking and the painstaking process of maturation and aging. The latter is especially poignant in the context of vintage champagnes, as their time in the cave prior to release is everything.
“Every year is different—it’s a total spiritual experience,” Gaga tells COOL HUNTING of both the wines and their respective campaigns. “[Dom is] inspiring…they have such a strong point of view. Everything is very clear. And they always embrace my friends who are artists and they’re excited to create something—even that’s vintage—with somebody that’s new. So I guess that describes some of the tension of the champagne.”
At a time when celebrity wine and spirits endorsements are more commonplace than ever, it’s clear from Gaga’s body of work with Dom Pérignon (and her passion and earnestness in speaking with us about it) that, again, this is no ordinary brand partnership. “To be frank with you,” she continues, “I know that a lot of artists or celebrities work with brands and do collaborations, but for me, it’s really important that I work authentically with people. It’s just the way that I am. I can’t do it any other way.”
Her work with Dom Pérignon aside, Lady Gaga has long been a fan of drinking champagne—particularly when with friend and collaborator Tony Bennett. “What makes Dom really special is it’s very clear that you’re making a memory when you drink it. It’s always for something special, even if it’s just at the end of the day. [And] everything with Tony means so much.”
Hero image by Heather Sommerfield
