Wine and Fashion are En Route to Finding their Happy Medium

Ferragamo on his Tuscany Estate 'Il Borro"

Thanks to the protagonists of fashion industry, wine and fashion as entities are finding their happy medium as designers take interest in the harvesting, distribution, and culture of wine. Wine and fashion are preeminent symbols of worldwide excellence and quality, which is why we take you to Tuscany where most success stories are born from the encounter between both cultures.

Roberto Cavalli owns an estate in Greve in Chianti where he produces wines derived from 6,700 hectares planted with rows of Merlot, Cabernet Franc, Cabernet Suavignon, Petit Verdot and Alicante Bouchet.  The label Cavalli Tenuta degli Dei , just like a fashion collection, varies from year to year in its aesthetic declination. On the contrary,  Le Reins and Cavalli Collection are more of a deluxe wine produced in 2000 examples where the designer has designed a brass logo; in bas-relief applied on a bottle total black.

Environmental sustainability is one of the most basic principles underlying the production of wines. Well known for its organic agriculture, Piani Rossi is a farm estate in the heart of Maremma Toscana-owned brand Tod’s . The estate is known for Rosso SLUS and the Red Pianirossi, distinguishable by two minimal labels (white and black), which both bear a bright red dot.

It is Ferragamo that takes the lead of representing the most striking example of this union. Owner since 1992 of the estate, Il Borro, a small Tuscan village in the Upper Valderno of Tuscany, Ferrucci Ferragamo likes to refer to his purchase as, “An act of faith that lasts”.

Estate of Il Borro's villa-garden

He fell in love with the estate and decided to make a significant recovery, restoration, and instillation of this ancient destination which was inhabited since ancient times, and led the wounds of World War II. Ferragamo made the Borgo, the Villa and some residences of the Estate a luxury destination, popular with tourists from around the world, where people can revive an ancient dimension, while enjoying all the comforts.

A philosophy that involves the entire life of Il Borro , from the hospitality, catering to the well-being spaces that finds its natural alliance with the history and traditions, to the production of  wine. Ferragamo began the restoration of the first vineyards in 1993 and today the wine production is a very important part of their activities with prestigious wines known throughout the world. The Merlot, Syrah, Petit Verdot, Cabernet Sauvignon, Sangiovese and Chardonnay, are hand-selected and carefully picked from the 111 acres devoted to vineyards, and conveyed in steel and oak barrels for fermentation. The result of such commitment finds expression in the labels Il Borro, now known throughout the world and the subject of scores and awards from prestigious Italian and international guides.

Following in these footsteps, is Chanel’s fashion house, known for acquiring Château Rauzan-Ségla in Margaux in 1994 and Château Canon in St.-Emilion in 1996 as well as the Ulysse Cazabonne. 2015 marks it’s first move in the United States, with its recent purchase of the St. Supéry estate in Napa Valley. Does this mean Chanel and other big fashion house names will be investing more here? Chanel is known for setting many fashion trends, but let’s see how it takes on the U.S. wine industry.

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