CAFÉ CULTURE: The espresso martini, fashion’s cocktail of the moment — recently served at late-night Saint Laurent and Tom Ford shows — is now featured in a campaign fronted by model and musician Gabbriette Bechtel, known by her fans as Gabbriette.
Belvedere, the premium Polish vodka owned by LVMH Moët Hennessy Louis Vuitton, tapped Gabbriette for three ASMR-inspired films and a series of still images that depict her lounging on a mound of ice, and portraying a sultry, slightly sloppy barista. They debut Monday on the brand’s digital channels.
“Her blend of high-fashion sophistication and rebellious spirit, and her ability to move between worlds without conforming to expectations, make her a compelling partner for Belvedere,” Gemma Parkinson, chief marketing officer of Belvedere, told WWD.
“Fashion has long informed Belvedere’s visual identity, storytelling and cultural collaborations,” Parkinson added, calling the “Dirty Hour” campaign a way to “bring that sensibility into cocktail culture in a way that felt instinctive rather than prescribed.”
The campaign is named after Belvedere Dirty Brew, the main ingredient in the three cocktails it highlights — an affogato made with ice cream, a boozy latte and the espresso martini, which Gabbriette calls her “drink of choice.”
Known for a Gothic and “indie sleaze” aesthetic shaped by her days in punk-rock band Nasty Cherry, Gabbriette said the campaign gave something familiar an unexpected spin.
“I’ve always been drawn to things that have a bit of tension in them, where elegance meets something darker, or something refined has a little edge,” she said.