The Jewel Masterpiece, a jeroboam with a handmade, wearable pearl bow by French embroidery & textile studio Baqué Molinié.
Moët & Chandon
A champagne bottle has long been a fixture at celebrations, from intimate gatherings to red carpet galas. With that in mind, Moët & Chandon is aiming to give birthdays a luxe upgrade with a new limited-edition collection designed in collaboration with Pharrell Williams.
The musician and creative director of menswear at Louis Vuitton was tapped to help shape a series of bottles that reinterpret the brand’s traditional iconography while maintaining its connection to commemoration.
Moët & Chandon CEO Sibylle Scherer describes the collection as part of the brand’s ongoing engagement with significant cultural moments.
“It’s not just about the champagne. It’s about the collective spirit, optimism and human connection it inspires,” she says, via Zoom. “A birthday, with its pure joy and shared happiness, is the most universal and personal celebration.”
A marketing campaign accompanying the launch will feature Williams and his friends at a birthday gathering in Paris, emphasizing the social aspects of the occasion.
Moët & Chandon
The collection, which launches globally on March 1, includes both widely available bottles and highly exclusive releases. Among them is the Jewel Masterpiece, a 3-liter Jeroboam covered in mirrored chrome and adorned with 7,310 hand-placed pearled beads, created by the Parisian embroidery studio Atelier Baqué Molinié. Only 30 of these bottles exist, each priced at €30,000.
The bottle designs reference the brand’s archives. The tie motif seen on contemporary bottles originated as a bow in 1892, a detail Williams has adapted for this collection. His contributions include a pearled monogram of his initials, PW, and a dotted signature applied to the packaging.
The collection includes several variations: the Limited Edition Brut Impérial in gold, blue and red, as well as Nectar Impérial Rosé in white. The Bow Capsule, a magnum-sized offering, features an oversized bow that can be detached and worn as a brooch. The Grand Vintage Collection 2003, part of the capsule, references Williams’s 30th birthday year.
“Just as our portfolio is rich to suit every taste, this collaboration is all about creating a truly diverse range, ensuring there’s an offering for everyone to enjoy,” Scherer says. “Like master jewelers, we aspire to create our own high jewelry collection, where each piece embodies savoir-faire, excellence and timeless elegance.”
Scherer says Williams was a natural fit for the latest collaboration, describing him as “a cultural icon known for bringing people together and creating moments of joy through his love of music, fashion and design.”
The Bow Capsule Collection.
Moët & Chandon
The project is the latest in a series of collaborations Moët & Chandon has pursued with designers and cultural figures. The company has previously worked with Virgil Abloh and Yoon Ahn in the past, projects that Scherer describes as part of an effort to keep the brand engaged with contemporary creative communities.
“We feel the deep impact of fashion collaborations,” Scherer says. “There’s a beauty in witnessing how they use their creative energy, drawing inspiration from our history and essence. It nourishes and elevates our brand.”
Moët & Chandon’s collaboration with Williams is a strategic move to attract luxury consumers and maintain cultural relevance amid shifting industry trends. Global champagne shipments fell by 9.2% in 2024 to 271.4 million bottles, down from 299 million in 2023, as inflation and geopolitical uncertainty curbed consumer spending. That said, despite declining volume, the champagne market remains strong, valued at $8.02 billion in 2024 and expected to grow to $10.48 billion by 2030. Against this backdrop, the brand’s partnership with Williams underscores an effort to keep champagne at the center of modern celebrations and reinforce its position in a market where exclusivity and brand prestige drive demand.
The collection will be available at select Moët & Chandon champagne bars, including at the maison in Épernay, France, as well as in pop-up gift shops in cities including London, Madrid, Milan, Dubai, Mexico City, Seoul and Tokyo.
“This is a beautiful reminder to always find a moment to celebrate yourself and the ones you love,” Scherer says.
