Jameson Irish Whiskey has teamed up with Colm Dillane — aka KidSuper — a revolutionary New York fashion designer with strong Irish roots, to launch a new cultural brand partnership.
The fashion range was teased at the KidSuper Autumn/Winter 2026 show during Paris Fashion Week at the end of January.
On the night, celebrities from the world of fashion, music, sport, and cinema joined together to witness the ground-breaking show masterminded by Dillane, who has not only previously debuted collections at this most coveted of Fashion Weeks before but also run point as caretaker creative director for Louis Vuitton.
KidSuper’s event ended up as one of the hottest at the sparkly city’s iconic cultural showcase. There, amongst it all, was an Irish whiskey brand — not in the background, but front and centre. It was a moment of vibrancy that can be hard found in the world of whisky. More brands are finding ways to gain relevancy across the consumer spectrum, but it was clear this was on a different scale.
Jameson has always had the ability to appeal to a younger audience, fuelled by a strong fanbase in the United States where whisky isn’t seen through a historical lense as much as the UK. British and Irish brands can sometimes struggle with the balance between loyalty to their heritage and entering a new era which connects with a fresh audience.
The inspiration for the details on the Jameson pieces came from a trip Dillane took to the Midleton Distillery, where he hunted through archives from the brand’s 200-year history to discover old labels that he then incorporated into the designs. It’s recognisable as a nod to the past, but entirely modern in its aesthetic.
Dillane’s own family on his father’s side hail from Ireland, and the collaboration has been a way for him to bed his roots into his art. “It’s the one brand or thing I’ve done that my Grandma and Grandpa actually knew about,” he said after the show.
Inside the historic Pavillion Cambon in the 2nd Arrondissement, a film — written and directed by Dillane and filmed in Paris with legendary French actor Vince Cassell — opened the proceedings. The space, filled with hot anticipation — a stark contrast to the freezing January temperatures from which we escaped — was electric.
On the runway, an imposing box with a 360-degree screen debuted the film, in which Cassell is transported to a Parisien café, confused as to what is reality and what is not. Eventually, believing it is not real, he walks to the screen, breaking the fourth wall, tapping loudly against it in a bid to escape whatever trap he’s found himself in.
Wearing a bright green Jameson branded hoodie for all to see, it was clear that, to Dillane, this is more than a brand collaboration; it is a way for him to tell the world about where he is from.
The event was a preview of what is to come, with more pieces to be debuted in the coming months as the collection is officially launched. The Jameson team has yet to reveal exactly when it will be available but has said it will be in numerous countries globally, with distribution to be confirmed at the discrection of individual markets.
Jameson Whiskey was everywhere, from branding to bottles on every table. It’s clear that the brand has infiltrated this cultural space in more than just a topline way, and everyone — especially KidSuper himself — seemed empowered by it.
And in a world where whisky can sometimes still feel stale and too rooted in tradition, this feels welcomingly refreshing.
