directs latest Dom Perignon

Fashion designers and champagne houses have long gone hand in hand, and the latest relationship forged is between Dom Perignon and Karl Lagerfeld. In its new campaign, Karl Lagerfeld photographed model Claudia Schiffer cast as a woman who seduces her man by playing multiple roles: from sexy French maid and androgynous boy-toy to a soulful diva, complete with afro hairstyle. "She was genius to do what she had to do," enthused Lagerfeld, who hosted a party Wednesday night to unveil the campaign, slated to break in September issues. "She played the parts perfectly. It was fun."

Lagerfeld even tapped his private secretary-bodyguard Sebastien Jondeau for one shot, in which he nuzzles the neck of Schiffer in full Marie-Antoinette regalia. Daniel Gaujac, global brand director for Dom Perignon, said Lagerfeld's campaigns have helped land its bottles, which are sold out in advance, into the best boutiques, restaurants and clubs. It's also brought more "glamour and luxury" to Dom Perignon's image. "Otherwise, it's just a wine," he said.