NY fashion brand Steve Madden has made its inaugural foray into the wine market through a collaboration with Melbourne Winery.

The partnership has resulted in the creation of a limited-edition Pinot Gris, which was launched in early September 2025.

The limited-edition wine features a custom co-designed label that reflects the identities of both Steve Madden and Melbourne Winery. The collaboration is supported by a campaign that includes a visual component shot on the streets of Melbourne, highlighting the city’s epicurean culture and fashion-forward edge. The campaign aims to position wine as a lifestyle category, akin to fashion, by focusing on emotional connection, identity, and brand affinity.

The campaign strategy encompasses digital storytelling, on-premise retail activations, and live experiences across Melbourne.

Steve Madden’s entry into the wine market is perceived as a test of brand extension within the Australian market. Marketing Manager at Steve Madden Australia, Jamie Kouktzelas, stated, “This is about testing how far the Steve Madden brand can stretch in the Australian market…Consumers want brands to be part of their lifestyle beyond the core product. This release creates new experiences and touchpoints that align fashion with culture, food and social connection.”

Melbourne Winery, the first urban winery in Melbourne’s CBD, opened its doors in May 2025. The winery views this collaboration with Steve Madden as the beginning of a series of projects aimed at modernising wine marketing.

Group Marketing Manager at Barman & Larder, Kathryn Mayall, commented, “Wine marketing has been stuck in tradition, stories of soil, barrels, and craft. That has its place, but it doesn’t always connect with people.

“Collaborations like this are about more than visibility, they’re strategic opportunities to reach new audiences, elevate category perception, and create cultural relevance.”

Mayall concluded, “This is the first of many projects where we’ll blur the lines. We’re inspired by the sensory campaigns coming out of fashion and beauty, and we’re bringing that same disruptive spirit into wine. This collaboration is the beginning.”