POUR DEBUT: For its first official ad campaign, billed as a peek into its creative process, fashion’s favorite niche wine label Katkoot is straddling raw Millennial glamour and the celebration of craftsmanship.
Dedicated to a newly introduced label, the White Burgundy Premier Cru, Katkoot’s first still white wine, the campaign spotlights the artisanal and artistic approach that the brand’s cofounders, brothers Giovanni Leonardo and Francesco Vittorio Bassan, have poured into their indie luxury winemaking venture.
The campaign “focuses on what matters most to us, craftsmanship and material beauty. Through their lens, we explore the idea that true luxury is found in the smallest details, the subtle gestures, and the quiet mastery that goes into every single piece we create,” Francesco Vittorio Bassan said.
Under the creative direction of the two brothers, the campaign was developed in collaboration with director of photography Nicola Inderle and art director Marco De Rosso.
Minimalist images against workshop backdrops of wine bottles with Katkoot’s signature metallic base — which can double as an ashtray or knickknack — mingle with shots of the different stages involved in the production of a wine, from grape harvesting to bottling and the forging of the metallic base.
Katkoot’s first ad campaign for the newly introduced White Burgundy Premier Cru wine.
Courtesy of Katkoot
The juxtaposition, Francesco Vittorio Bassan said, spotlights “the artisans and collaborators who are the heart of this project…the silent protagonists of every piece, whose work, patience and precision make every bottle a masterpiece.”
The White Burgundy Premier Cru adds to the existing roster of Katkoot’s wines, which include the sparkling Prosecco Asolo Superiore DOCG Brut white wine; the red wine Amarone della Valpolicella DOCG; the sparkling Rosè Metodo Classico Riserva wine; the Amarone della Valpolicella Riserva 2005 DOC, and the winery’s first Champagne, a Dosage-Zero Premier Cru wine produced in France’s Chigny-les-Roses region.
The new addition produced in France’s Burgundy region from grapes of the Pouilly-Fuissé Premier Cru is a still white wine aged in oak barrels for 24 months.
Katkoot’s first ad campaign for the newly introduced White Burgundy Premier Cru wine.
Courtesy of Katkoot
Beloved by fashion figures and celebrities alike, including Rick Owens, Michèle Lamy, Bella Hadid, Pusha T, A$AP Rocky, Offset, Skepta and Luka Sabbat, Katkoot was launched in 2018.
The Millennial brothers behind the brand channeled their diverse backgrounds into the project.
Giovanni Leonardo Bassan is an artist and sculptor represented by Paris-based galleries including White Cube, Sainte Anne and Gallerie Filles du Calvaire, as well as an art and design consultant who left his native Italian region of Veneto to jumpstart a career in Paris, where he is based working as Owens’ head of furniture, among other gigs. Francesco, an economics and management graduate, nurtured his passion for winemaking by training as a sommelier.
