Views: 21
Where you might zig, Gabbriette, the model, muse and cultural mover and shaker of the moment, zags. She’s never been one for playing by the rules, and in her latest project, that rebellious streak is front and centre. Teaming up with Belvedere, the star is bringing her sultry sophistication to vodka, but it’s not what you might expect.
Dirty Brew is Belvedere’s latest foray into rewriting the rules of vodka, and sees the brand’s signature organic rye vodka meet the robust flavour of roasted organic robusta coffee beans to create a bold hybrid spirit. This tension, between tradition and the unexpected, lies at Dirty Brew’s heart, and is also what made Gabbriette the perfect person to front the brew’s Dirty Hour campaign. Coined by Belvedere, Dirty Hour is when Happy Hour meets Witching Hour: rules go out the window and drinks become experimental, starting with a shot of Dirty Brew.
Straddling the worlds of punk rock and high fashion, no one knows about subverting expectations quite like Gabbriette. “I’ve always been drawn to things that have a bit of tension to them, where elegance meets something darker, or something refined has a little edge,” she said. “Dirty Brew has that same sensibility.” In the campaign, Gabbriette stars in three short films, each depicting a different way of enjoying Dirty Brew. In the first, she whips up a Dirty espresso martini while dressed in black leather. In the next, it’s a Dirty affogato made while wearing a coffee-coloured skirt and top. In the third film, Gabbriette dons a high-necked white midi dress to make a Dirty latte.
The short films are irreverent — cheeky, funny, a far cry from a stilted campaign video. In one shot, dirty coffee cups are stacked around Gabbriette, in another, she accidentally drops a (censored) expletive before laughing and calling out, “Sorry!” “I love that Dirty Hour is less about following a set of rules and more about making the moment your own,” Gabbriette says. If the campaign is anything to go by, she most certainly did that, and now, the rest of us can too.
Belvedere Dirty Brew is available to shop online and in select stores for those over 18. Drink responsibly.
The post In Her Latest Project, Gabbriette Serves It Dirty appeared first on ELLE.
