This Spring, Fashion Meets Flavour: Steve Madden and Melbourne Winery Unveil a Bold Pinot Gris
Spring has sprung, and with it, a sensational collaboration that’s set to shake up the worlds of fashion and wine. Global footwear giant Steve Madden has teamed up with the newly launched Melbourne Winery to introduce the limited-edition Steve Madden x Melbourne Winery Pinot Gris a stylishly collectible drop that’s all about celebrating individuality, confidence, and the art of movement.
Launching in the first week of September, this exclusive Pinot Gris will be available in limited quantities both online and at the Melbourne Winery venue on Flinders Lane. Each bottle is a masterpiece, adorned with a chic silver ‘heel’ charm that makes it as irresistible on your table as it is in your glass. This collaboration marks a significant milestone for Steve Madden, venturing into the vibrant world of wine and joining the ranks of renowned fashion houses like Gucci, Diptyque, and Chanel, who have embraced hospitality and lifestyle experiences.
Jamie Kouktzelas, Marketing Manager of Steve Madden Australia, states, “We’re seeing more and more fashion brands expand into lifestyle, and this is a perfect example. It’s not just about launching a wine; it’s about creating new ways for fashion to connect with people’s everyday passions and aspirations.”
Inspired by the dynamic streets of Melbourne and Steve Madden’s birthplace, New York City, this collaboration embodies the relentless pace and audacious style of both cities. Kouktzelas adds, “Whether it’s heels or a glass of wine, we wanted to create something that keeps up with people who move through the modern ‘concrete jungle’ with intention.”
For Melbourne Winery, which has quickly made a name for itself since its flagship venue opened in May 2025, this partnership aligns perfectly with its vision of merging wine culture with the creative heartbeat of Australia’s most fashionable city. Ruby Boyes, Marketing Manager of Melbourne Winery, explains, “We have over 32 varietals on offer, but we wanted to create something truly unique that captured the spirit of both brands. A Pinot Gris was our natural choice—it’s crisp, confident, and refreshingly unconventional, just like the Steve Madden consumer.”
The wine’s custom label, co-designed by both brands, pays homage to the vibrant streets of Melbourne, showcasing the intersection of the city’s epicurean spirit and love for fashion. It invites audiences to escape the ‘concrete jungle’ and discover joy amidst the chaos.
Beyond the exquisite product itself, the Steve Madden x Melbourne Winery Pinot Gris will be supported by a comprehensive 360-degree marketing strategy. This will span digital channels, retail environments, and engaging in-person activations across Melbourne, ensuring a fully immersive brand experience.
The Pinot Gris isn’t just a beverage; it’s a narrative—a celebration of the individual who never stands still. Perfectly poised for Melbourne’s lively springtime scene, this wine is destined to accompany rooftop soirées, fashion week moments, gallery nights, and weekends spent confidently exploring the city.
With each limited-release bottle priced at RRP $47.00, the Steve Madden x Melbourne Winery Pinot Gris is not just a drink; it’s a collectible statement piece that artfully unites the realms of fashion and flavour in a way that feels quintessentially Melbourne yet resonates on a global scale.
By Melinda Sullivan
For more information please visit https://www.melbournewinery.com.au/
