Don Julio x Willy Chavarria (NYFW)
It's 2024. NYFW falls just ahead of Hispanic Heritage Month, Mexican Independence Day, Día de Muertos and the 2024 presidential election. Unlike other liquor brands, we didn't want to just show up at an after party (though we love a good party), we wanted to make a statement.
So, we partnered with CDFA's designer of the year and longtime collaborator Willy Chavarria to celebrate our Mexican roots on the runway. The partnership included a custom Cristalino bottle designed by Willy Chavarria as well as a capsule collection of hand-embroidered linens and accessories that walked the runway and sold out in one day, an OOH takeover and a fleet of custom low riders that escorted models to and from the show.
