Chivas Regal dresses in Vivienne Westwood

At London Fashion Week, Chivas Regal launched a limited edition 18 Year Old blended Scotch whisky in packaging designed by Vivienne Westwood.

With the design of the Union Flag dating back to 1801 and Chivas Brothers roots also being traced back to this same year, the bottle is cloaked in Vivienne Westwood’s Union Jack print, as first seen in a Gold Label collection in Paris.

Westwood uses her expertise in tailoring and cutting to present the bottle as if it were a figure dressed in a luxurious three-piece coat in her unique style.
Dame Westwood said: “I am English, so it is impossible for me to ignore British culture in my designs. It is really very satisfying to interpret some of my designs into other mediums beyond fashion.”

The collaboration follows previous work with leading fashion brands Alexander McQueen and Christian Lacroix.

James Slack, international brand director for Chivas Regal said: “Strong British heritage and luxury craftsmanship serve as the foundation to both Chivas Regal 18 Year Old and Vivienne Westwood. The work that our master blender, Colin Scott, puts into crafting Chivas Regal 18 Year Old is in many ways the same to that of a fashion designer – there is a true art to what they do. As the world’s No 1 ultra premium Scotch whisky, we are delighted to work with what many would consider Britain’s most iconic fashion house.”

Chivas Regal 18 Year Old by Vivienne Westwood will be released as a limited edition with only 2,500 bottles available internationally and priced from US$495.00 duty free. The release coincides with Vivienne Westwood’s Autumn/Winter 2011 Red Label show in London.

1 March 2011 - Felicity Murray