An accompanying digital campaign was directed by Nabil Elderkin, who has worked on music videos for artists like Tyla, Frank Ocean and Kendrick Lamar
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As one of the top DJs in the world, Peggy Gou knows her way around a hit remix or two, but now the artist is putting her own spin on a different category, with a new partnership with Tequila Don Julio.
Released today, the Don Julio 194구 is a limited-edition bottle of the brand’s premium 1942 expression, with new artwork designed in collaboration with Gou. Inspired by her Korean heritage and love of fashion and art, the design reimagines the iconic 1942 bottle in a shimmery mint green and purple colorway, with the Korean symbol for Gou’s last name, “구,” replacing the number two on the label. Nods to music and the DJ’s “eclectic sense of street style” abound, including a new chrome bottle topper, and an accompanying gift box, which features hand-drawn illustrations, bold color blocking and gradient detailing.
Gou’s tattoos and love for nail art is reflected on the outside of the box. The inside, meantime, is printed with a personal message from Gou that describes her process and passion for the collaboration.
This is the first-ever global collaboration from Tequila Don Julio 1942, and the brand says the bottle “stands as the ultimate statement piece, perfectly embodying Gou’s signature aesthetic (a blend of high-end fashion and bleeding-edge street style) while pushing the boundaries of artistry and craftsmanship.”
An accompanying digital campaign was directed by filmmaker Nabil Elderkin, who has worked on music videos for artists like Tyla, Frank Ocean and Kendrick Lamar. For the new Don Julio clips, Elderkin employed a dreamy, late-light aesthetic, with Gou strutting down a hazy and minimalist runway to the beat of her hit 2019 track, “Starry Night.”
Elderkin says the videos were more about creating a “distinct style and feeling” rather than creating a linear narrative. “Visually, leaning into the bottle’s form and brand’s signature colors as they evolved into this special collaboration with Peggy, felt like an exciting creative foundation to build from,” he tells Rolling Stone. “Working with Peggy was a great experience,” he adds, noting that the DJ “showed up with confidence, style and presence, and she delivered effortlessly. Hopefully, that energy comes through to the audience.”
In a press release, Don Julio says “each frame reflects the sleek, modern aesthetic of the collaboration, while honoring the brand’s legacy of luxury and craftsmanship.”
For her part, Gou says she approached the collaboration similarly to how she approaches music, with a focus on mixing elements together to create a new sound — or in this case, a new look.
“When it comes to design, balance is so important,” the DJ and producer says in a release. “Sometimes less is more. Sometimes more is more. I wanted to create a bottle that stops you in your tracks the moment you see it. I’m so grateful for the opportunity to collaborate with Tequila Don Julio 1942 because this collaboration offers supporters a taste of a superior tequila and a taste of my own personal aesthetic, all in one stunning package that I was fortunate enough to design.”
Don Julio
The Don Julio 194구 bottle designed in collaboration with Peggy Gou is being released in limited quantities, making it a true collector’s item for fans of tequila and the DJ alike. You can also find the regular edition of Don Julio 1942 (the brown bottle above) on sites like ReserveBar.com.
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