Like a flowing, floral dress or poolside barbecue, there’s something about a crisp rosé, sustainable fashion and friendship that pairs well with summer. Avaline, the wine company founded by actress Cameron Diaz and entrepreneur Katherine Power in 2020, is debuting a limited-edition bottle of their French rosé with a label created by fashion designer Stella McCartney—the Avaline x Stella McCartney Limited Edition Rosé.
With more than 30 years of friendship between Diaz, Power and McCartney, the partnership seemed like a natural ... fit. “I've always been such a huge fan of not only Stella’s design, but what she does in the industry to push forward her beliefs,” Diaz told Wine Spectator. “Her dedication to cruelty-free and sustainability, it really sort of aligned with what we do with our wine.”
A Label to Grab Consumers
Power added that when she and Diaz studied the wine industry, they felt wine brands could learn from fashion in terms of forming more emotional connections to consumers. “They weren't jumping out at us in the way that you might see a beauty brand connect with you, or an apparel brand. We felt like there was an opportunity to bring that kind of marketing playbook and brand sensibility to wine.”
McCartney is well-suited to complement Avaline’s vision. The trio hopes her label, much like her fashion designs, will be a statement piece, meant to be seen and discussed. “My Avaline design has this edgy 2000s aesthetic that reminds me of the early days with Cameron,” said McCartney in a press release. Retailing for around $26 per bottle, the Avaline x Stella McCartney rosé is sourced from southern France.
Power points out that fashion doesn't mean compromising on wine quality. "We are discerning wine drinkers. We work with the best farmers across Europe to create our wine. We did not want to compromise on taste. We sought out the best grapes and the best partner for each one of our blends.”
Future Fashion Projects?
When asked if Avaline is planning any future fashion collaborations, Power said, “I think we'll explore different partnerships within the fashion community, not just collaborations, but other ways of showing up in that world and community.”
Since its launch in 2020, Avaline has grabbed attention by pairing affordable quality with marketing stressing the wine is made from organic grapes with no additives. It recently earned “Hot Brand” honors from Impact, a sister publication of Wine Spectator.
Enjoy Unfiltered? The best of Unfiltered's round-up of drinks in pop culture can now be delivered straight to your inbox every other week! Sign up now to receive the Unfiltered e-mail newsletter, featuring the latest scoop on how wine intersects with film, TV, music, sports, politics and more.
