Lady Gaga and Dom Pérignon combine passion and philanthropy in a radical campaign
Lady Gaga has joined the prestigious champagne brand for an electric visual campaign and limited edition sculpture that gives back
When it comes to making an entryway, they don’t come bolder, more passionate, and more unpredictable than Lady Gaga’s. In yet another radical newcomer, American singer, songwriter and actor has joined forces with leading champagne brand Dom Pérignon to create Queendom, an energetic, cheerful and diverse campaign designed to attract attention, and profit, for the greater good. .
Lady Gaga is a long-time fan of Dom Pérignon. After getting up close and personal with the brand as time travels through its history, he discovers the depth of his heritage, which dates back to the 17th century and has a dedication to craft.
Photography: Nick Knight. Courtesy of Dom Perignon
The campaign includes a series of surreal images and films directed by British fashion photographer Nick Knight. Lady Gaga poses, wearing a ruffled pink dress by former designer Thom Browne Jackson Wiederhoeft, in her ‘Queendom’, appropriately accompanied by Free Woman, a song from Lady Gaga’s recently released album Chromatica.
‘My desire is to create an explosion of positive fantasy – a beautiful world that exists only in people’s imaginations,’ explains Knight, who worked with Haus of Gaga – the name given to Lady Gaga’s creative team – for ‘visual experiments’. ‘Fantasy is an important part of our life; it makes us dream and encourages our creativity. And right now, the world needs celebration.’
The campaign pice de résistance is a new limited edition sculpture that doubles as a veil, enveloping the magnificent jeroboam of the 2005 Dom Pérignon Rosé Vintage. It was designed by Lady Gaga in partnership with the artist’s longtime collaborator, creative director Nicola Formichetti and appears frozen in time. Limited to 110 exclusive pieces, each will be sold via private sale and showcased at the flagship location of Dom Pérignon.
Lady Gaga is the latest in a string of creative collaborations for the Champagne House, which have included the likes of Lenny Kravitz, Toiletpaper and French photographer Thomas Humery.
Doyenne of reinvention, pioneer of new music genres and big screen star, there’s some curve Lady Gaga isn’t ahead of. But creative polymaths have also paved the way for the greater good. Over the past decade, she has been a powerful voice for the LGBT+ community. His One World concert initiative raised more than 120 million dollars for the World Health Organization and frontline healthcare battling the Covid-19 pandemic and earlier this year, he was honored for his art and activism by Martin Luther King Jr. Center.
All proceeds from the sale of this limited edition statue will go to The Born This Way Foundation, which was launched by Lady Gaga and her mother Cynthia Germanotta in 2011. The foundation supports the well-being of young people, aims to remove stigma around mental health and work to create a ‘world’. friendlier and bolder’ through campaigns and programmes.
In the fantastic world of Queendom, there are no halves. This campaign is a clash of forces – forces that share energy, passion and an ethos based on the power of craft and creativity. And this is far from the end of the partnership: over the next two years, Lady Gaga and Dom Pérignon will announce further extensions to their collaboration, including limited edition cases for Vintage 2010 and Rosé 2006 due for release in fall 2021.
Nick Knight and Lady Gaga. Courtesy of Dom Perignon