Avaline partners with fashion designer Stella McCartney on a limited-edition French rosé bottle, blending ingredient transparency and design for the conscious consumer.
Stella McCartney’s latest collaboration reflects a growing pattern of partnerships between fashion and food and beverage brands. The label has partnered with wine label Avaline for a limited-edition version of its French rosé. The bottle features a custom label that incorporates McCartney’s aesthetic with Avaline’s minimal packaging.
Founded in 2020 by Cameron Diaz and Katherine Power, Avaline entered the wine market with a commitment to ingredient transparency and organic farming practices. Each bottle is labeled with production details not commonly disclosed in the wine industry, including grape origin, sugar content, and the absence of concentrates or animal-derived fining agents. The brand has positioned itself in the $20 to $24 retail range, targeting a demographic that values clean-label products. According to Impact DataBank, Avaline grew 50 percent year-over-year to reach 214,000 cases in the U.S. in 2024.
The new design collaboration with McCartney is part of a broader brand strategy that links visual culture and sustainability. McCartney, known for her long-standing commitment to cruelty-free fashion and circular design, has applied a similar philosophy to this project. In a statement, she noted that the edgy 2000s aesthetic of the label reminds her of the early days with Cameron. “I cherish and celebrate how our friendship only gets better with time, and love how we can always come together to cheers our shared passions for nature, animals, and organic, vegan wine. I hope our limited-edition bottle is at your side this summer, helping you to create friendships and memories for a lifetime.”
While Avaline initially faced skepticism for its celebrity-backed positioning, it has gained traction among consumers who are increasingly evaluating alcoholic beverages using the same criteria applied to food and personal care. Ingredient sourcing, transparency, and health-conscious formulations are playing a greater role in purchasing decisions across categories. Avaline’s growth appears to reflect this shift.
The rosé is a blend of Grenache, Cinsault, Caladoc, and Syrah, sourced from the South of France. The wine is dry, with notes of citrus zest and melon, and contains less than one gram of sugar per serving. Like all Avaline wines, it is certified vegan and produced without synthetic additives.
Diaz commented on the partnership: “Partnering with Stella — a true pioneer in sustainable fashion and a longtime friend — felt like a natural extension of everything we believe in.” Power added, “From what you wear to what you sip, we believe the choices you make should reflect care, quality, and consciousness.”
The limited-edition bottle is priced at $26 and is available at drinkavaline.com and select retailers, including Whole Foods and Total Wine. The first 100 orders on Avaline’s website include a promotional pouch designed for the launch.
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