What happens when one brings together Scotland’s most storied whisky houses with a creative force of Parisian couture? The answer is “Couture Expression”, a first-of-its-kind collaboration that sees Johnnie Walker Vault’s partner with Olivier Rousteing — the visionary creative director of Balmain — in a pursuit to reimagine whisky as more than a spirit.
Rousteing — long celebrated for his dynamic approach to fashion — brings the same emotional intellect and craftsmanship to this project, shaping both the blends and their design with narrative precision. Together with Master Blender Dr. Emma Walker, he translates the cycles of Spring, Summer, Fall and Winter into a sensorial collection that mirrors the emotions and aesthetics of haute couture. From Baccarat crystal decanters wrapped in metallic drapé to blends layered with rare ghost whiskies, the collaboration highlights an inter-industry creative synergy. The creative collaboration ultimately is a testament to where the luxury industry is heading and how brand storytelling can deepen consumer connection and resonance to luxury releases.
In this exclusive interview, LUXUO speaks to Johnnie Walker’s Master Blender Dr. Emma Walker on how the Rousteing collaboration reimagines the whisky journey through seasonal blends and bespoke design — bringing fashion’s storytelling to Scotch tradition.
Why was Olivier Rousteing the right choice as the Johnnie Walker Vault’s first cultural collaborator?
Olivier embodies the spirit of creative fearlessness. His work at Balmain constantly pushes boundaries, which perfectly mirrors Johnnie Walker’s own ethos of “Keep Walking.” For our first Johnnie Walker Vault release, we wanted someone who could reimagine whisky through the lens of couture — infusing it with emotion, storytelling and design. Olivier brings a deeply personal, seasonal narrative to this collaboration that makes it truly a piece of art.
How do you merge the Scottish sensibility of Johnnie Walker with an acclaimed French couturier like Olivier Rousteing?
It was about finding shared values. Johnnie Walker is rooted in Scottish craftsmanship and heritage and Olivier brings Parisian couture — precision, draping and emotional storytelling. Together, we built a new creative language that marries Scottish blending artistry with the structural elegance and emotion of couture design.
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What was the most surprising or challenging part of translating Olivier’s couture instincts into flavour and aroma?
Olivier sees whisky like a couture collection — each detail carrying emotion. The brand team translated his vision of the four seasons into flavour. The challenge was capturing his “couture storytelling” in liquid form: Spring’s optimism, Summer’s energy, Fall’s introspection and Winter’s comforting reflection. It required pushing the boundaries of blending.
How do you see this partnership reshaping public perception of whisky, particularly in fashion and design spaces?
Whisky has not always had a place in fashion, but Olivier’s collaboration brings it into new cultural conversations. It shows whisky can be as emotionally expressive and aesthetically captivating as couture, broadening its appeal for design-savvy and younger luxury consumers.
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Why was couture chosen as the first cultural lens for the Vault’s launch?
Couture is the ultimate form of personal expression — timeless, crafted and intimate. We wanted to launch Johnnie Walker Vault with a discipline that embodies luxury’s highest ideals and couture — with its narrative-driven, seasonally inspired creativity — felt like the natural choice.
The Baccarat crystal decanter design is striking. How did couture and Rousteing’s drapé technique shape it?
Olivier approached the decanter as he would a couture garment. He “draped” metal around Baccarat crystal, creating a sculptural silhouette that balances strength and softness. The winged stopper — a metaphor for resilience and freedom — captures the essence of “Keep Walking”.
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Aside from fashion, what other creative disciplines might Johnnie Walker explore in the future?
Johnnie Walker Vault will continue to explore disciplines that share our values of craftsmanship, heritage and storytelling — potentially in architecture, fine art or even digital design. The aim is always to create cultural connections that transcend traditional whisky spaces.
Each blend reflects Rousteing’s emotional connection to the seasons. How did storytelling shape the liquid itself?
As I briefly mentioned earlier, every season tells a story: Spring’s hopeful citrus, Summer’s vibrant energy, Fall’s deep, introspective tonka and chocolate, Winter’s reflective warmth. My job was to translate Olivier’s emotional narrative into whisky, making storytelling central to both the bottle and the liquid inside.
You often speak of an “emotional language” in blending. How did this push your technical and/or sensory boundaries?
It required blending with emotion as the starting point, not just flavour. Olivier challenged us to think beyond tradition — to create sensory experiences that evoke memory and feeling. It pushed the blending team to experiment with unexpected combinations, creating something entirely new.
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Singapore will receive just one full set. Why this market?
Singapore has an extraordinary community of luxury collectors and a deep appreciation for craft. As a global luxury hub, it felt fitting to have one of the 25 complete sets here, where whisky culture and high fashion intersect meaningfully.
How does the region’s appetite for luxury spirits shape Johnnie Walker’s future plans?
Asia is a key region driving demand for rare and collectible spirits. This desire for premium products is shaping how we allocate limited releases and where we host exclusive experiences, ensuring the region has access to our most innovative offerings.
Does this signal a shift in how luxury whisky brands must market themselves, aligning with fashion houses or cultural institutions?
Absolutely. Cultural collaboration is no longer optional; it’s essential. Today’s luxury consumers seek meaning, artistry and narrative in what they collect. Aligning with disciplines like couture helps whisky remain culturally relevant and emotionally resonant.
How have consumer expectations shifted, especially among younger audiences?
Younger luxury consumers value experiences and storytelling as much as heritage. They seek pieces that feel personal, emotionally charged and globally relevant — qualities we’ve embraced with Johnnie Walker Vault.
How is Johnnie Walker responding to sustainability concerns?
We’re committed to sustainable practices in packaging, production and sourcing. Even with a highly limited collection like Vault, we consider the environmental impact of materials like crystal and metal, ensuring they’re designed to last as collectible art pieces.
Are Asian consumers shaping new forms of whisky appreciation?
Yes, they’re embracing whisky as part of a broader lifestyle. There’s growing interest in pairing whisky with food, design and cultural experiences — approaches that go beyond traditional Western tasting rituals.
How do you define luxury in 2025?
Luxury consumers are seeking to engage with culture and creativity which is why we not only innovate new and exciting products but also the ways in which consumers can enjoy them. That could be anything from a signature serve or perfect food pairing all the way to a full-blown Johnnie Walker experience — to truly provide a unique, sensorial immersion into the world of our whisky.
Essentially, the luxury consumer is looking for new ways to experience whisky — from richer storytelling to bolder flavours and more frequent experimentation, they are looking to brands as facilitators of unlocking new experiences.
What can whisky learn from high fashion, jewellery or technology?
These industries excel at storytelling, desirability and engaging communities. Whisky can borrow the language of cultural relevance — creating emotional resonance and building anticipation through limited, collectible releases.
How is Johnnie Walker Vault evolving luxury for a new generation of collectors?
Vault redefines whisky as cultural art. By collaborating with visionaries like Olivier, we create pieces that are more than liquid — they are narrative-driven, emotionally engaging and deeply collectible.
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How does a heritage brand like Johnnie Walker balance loyalty and innovation?
By respecting our heritage while daring to evolve. Vault honours 200 years of blending mastery but also invites new audiences to see whisky differently — ensuring that loyalists feel proud of our innovation while newcomers feel inspired to join the journey.
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