Message on a bottle

Inspiration can strike at the most unexpected moments: a spark of idea floats quietly by before culminating in a larger vision. Stylist Jaime Kay Waxman is no stranger to finding artistry everywhere, most recently in the form of custom wine bottles.

Element(AL) Wines‘ core line-up, bottled in lightweight aluminum, featuring striking, metallic packaging created to complement the luscious wine inside. We asked Waxman to draw inspiration from these bottles to style four party looks, each expertly tailored to the fashionable aesthetic of the bottle in question.

Waxman’s process is guided by a keen instinct and supported by research: in preparation for this shoot, she delved into archival collections, as well as a book about the larger-than-life clothes of a renowned Japanese designer. “I love being transported into a world that someone has created through their mind. I think that’s the purpose of working with images,” Waxman muses. “You go on a journey, tell a story or create a character. In that sense, every element matters.”

Then, instead of purchasing an imaginative array of potential wardrobe options, Waxman drew only the garments she planned to use, focusing on previously loved items. This kind of commitment to sustainability is critical to Waxman’s process: avoiding excess, choosing clothes wisely, and in this case “respecting the durability of the bottle and brand approach”, in her words – a reference to Element(AL’s) unbreakable, infinitely recyclable bottles. Talk about coordination on set.

For her overall concept, Waxman envisioned each bottle design representing a friend heading to the same soirée. Each of the four variants has its own storyline and dances into the scene with a hostess gift and a well-planned outfit.

Scarlet elegance

For example, for the bright red bottle encasing the brand’s cool-climate Pinot Noir, she brainstormed a voluminous look that would complement the complex, multi-layered flavors within. Elegance was clearly key to this personality, so Waxman worked in a scarlet color palette, selecting transparent gloves and avant-garde shoes.

Bright metallics

Pinot Grigio, in turn, relies on the effortless cool-girl energy of a well-read dude who’s aware of evolving social trends. This partygoer inevitably totes around a reusable insulated cup (and has been known to stash a bottle of Element(AL) in her designer backpack). The bottle’s crisp, silver metallics pointed Waxman toward a trendy corset and straight-cut denim. The studded design heightens the sharpness in a fresh way, matching the wine’s unexpected notes of orange blossom and rich honey.

Pink romance

Then Rosé: a playful, festive addition to any party. Bright and volatile, she’s been known to queue up dance-y pop songs when she hands over the aux. Waxman had visions of a dynamic dress in a shade of pink. A long red ribbon adds a sweetness. “She looks like a dewdrop, a little candy,” she explains. “She’s over-the-top and romantic, but still so cool.”

Structural balance

And finally Chardonnay. She may be the favorite dinner party guest, but she is far from ordinary. Waxman played up the shape and texture of this bottle with festive tinsel. A single structural earring offsets the dress and contrasting kitten heels, creating just the right balance between a classic party look and an unexpected combination.

Taken together, Waxman’s oenophilic vision is dazzling. “There’s a sense of collaboration and magic that comes together,” she explains. “You prepare this world, and then this world takes on a life of its own on the set.”

Do you feel inspired by these blends? Read more about Element(AL’s) innovative packaging and four varieties here.

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Art direction by Thea Karas and Alice Stevens; creative production by Hannah Miller; edited by Sarah Sterk; casting by Mariano Restrepo and Delaney Dierdorff; fashion styling by Jaime Kay Waxman; set design by Alice Martinelli; hair by Nai’vasha; make-up by Rommy Najor.