Silver Oak & Jackson Wiederhoeft's Weird Fashion Week Collection: Wine-Soaked Models!?

In what can only be described as the most unexpected collision of high fashion and fine wine, Silver Oak Cellars’ partnership with designer Jackson Wiederhoeft took an intoxicating turn at New York Fashion Week this year. Models strutting the runway in wine-dyed gowns reportedly got tipsy from the alcohol that seeped into their pores from the meticulously soaked silk fabric, leading to what one insider called "the most unexpected buzz on the runway."

The gown, created by Wiederhoeft, was a vision of lavish mauve silk satin, soaked in Silver Oak’s 2020 Cabernet Sauvignon for nearly 24 hours. While the goal was to create a rich, colorful fabric with an “alchemy of wine,” the results had some models feeling a little too much of the Cabernet’s craftiness. According to sources backstage, the gown's deep wine color wasn’t the only thing getting darker—so were the models’ states of sobriety.

“I thought I was just nervous,” said one of the models, who requested to remain anonymous, “but after the first few steps, I realized it wasn’t the adrenaline. My head started spinning, and I was like, wait, am I tipsy? I must be at Mr. Purple," referring to the popular rooftop bar.  

The gowns, which were drenched in Silver Oak Cabernet for the show, allegedly transferred the wine’s alcohol content into the very fibers of the fabric, which then absorbed into the models' skin during the show. Eyewitnesses reported that the first few models made it down the runway with flawless composure, but by the time the third model appeared, things took a wild turn. 

“I’m not saying I was drunk, but I definitely had to steady myself after the fifth lap around the runway,” said another model, blinking in confusion. “It was like the gown was just… doing its thing, and I was like, but I haven’t had a drink since I finished off some leftover Veuve from last night when I got out of bed this morning.”

The backstage crew quickly scrambled to bring water bottles and pizza to the affected models, though some had to be discreetly escorted offstage midway through their walks due to their unintentional tipsiness and their sudden demand for more wine.

Fashion critics were quick to point out that this unexpected side effect only added to the drama of the evening. 'We’ve seen models stumble before, but never because they were literally tipsy from the very garment they were wearing,' one critic noted. 'It’s the perfect commentary on indulgence and excess—though I’m not sure that was the intention, but let’s not waste a fin de siècle trope.

Christine Moll, Chief Marketing Officer at Silver Oak, was quick to embrace the unexpected. “This collaboration was about craftsmanship, but it also turned out to be about discovery and creativity in ways we hadn’t anticipated. We always knew Silver Oak had a way of "moving" people, but we didn’t think it would quite be in this way.”

As for Jackson Wiederhoeft, the designer behind the gown, he took the whole affair in stride. “Creating this gown was an exploration of alchemy, as I’ve said before. But I guess we didn’t know how potent the results would be. It seems the wine had a much deeper impact than we intended—on the models and on their runway swagger.”

While it remains to be seen if this trend will catch on, fashion insiders are already speculating whether other designers will follow suit. “Why not? Wine and fashion make sense together—who doesn’t love a good Cabernet with their evening wear?” one industry expert remarked. “But next time, maybe just a spritz of wine in the air, not a full soak.”

In the end, it’s safe to say that this year’s Fashion Week will be remembered not just for the designs, but for the unexpected “spirits” that found their way onto the runway.