In its 4th edition, the very fashionable boozy event, La Vendemmia, sponsored among others by S.Pellegrino and Acqua Panna, celebrated the Italian harvest with a flock of stylish connoisseurs stepping out their fancy cars and defying the typical September rain.
On Thursday October 10th, Milan launched a three-day extravaganza offering Italy's greatest concentration of wonderful wine. Situated centrally among the world’s wine regions, the luxurious Fashion District saw an exceptional variety flow inside its prestigious stores, a program filled with events that will continue until October 13th.
Welcomed by a piano concert at the foot entrance of Via Montenapoleone, namely one of “the” most exclusive shopping streets in the world, the “Vip” guests were invited into flagship stores to sip Brunellos, Champagnes, and Millesimé wines. Each brand was associated with a winemaker, an easy formula further explained by lovely maps that came with the special invite.
“Be careful not to spill!”
Browsing unparalleled fashion items with an unparallelled wine in hand can be tricky. The social crowd fluctuated from store to store warming up with the gracious servings. Rest assured, no one spilled on the new collections. 67 boutiques were involved in the wine tasting and offered a special personal shopping service. It was more than a social gathering, it was the highlight of Italian excellence, wine and fashion. This year also saw prestigious Hotels get involved as well as restaurants partnering with the event.
As for any lifestyle gathering, here is some of the “Who” and “Where”: Bottega Veneta paired with Marchesi Antinori, Ca' del Bosco with Tom Ford, Bulgari with Bellavista, Armani with La Spinetta, Christian Dior and Chanel with Château Canon and Dom Perignon, Cruciani with Arnaldo Caprai, Castello d'Albola with Jil Sander, Ca' Marcanda and Pieve S.Restituta and Cantine Gaja with Zegna, and Gucci with Nonino, just to name a few.