LE GIN À LA MODE

Created by photographer Mert Alas, SEVENTY ONE began inside the same world that has shaped his career: fashion, image-making, nightlife and the people who move between them.The 71 Golden Martini followed naturally.

It first appeared at Alas’s own Fashion Week dinners and parties before becoming a fixture across fashion’s nights: served at the YSL Met Gala after-party in New York, frozen into shots at Donatella Versace’s post-show gathering, poured at Gucci’s London after-party while Björk DJed, and repeatedly behind the bar at Burberry celebrations. 

Kate Moss, Mariacarla Boscono, Kendall Jenner, Julianne Moore and David Beckham have all been photographed or seen drinking SEVENTY ONE; depending on whom you ask, the Golden Martini also counts Anthony Vaccarello and Rick Owens among its admirers. 

Cold, very dry and unapologetically glamorous, the 71 Golden Martini feels less like a branded cocktail than something that has quietly become part of Fashion Week’s vocabulary.

“Where to Drink During Fashion Week, According to SEVENTY ONE Gin”

Every few years, fashion changes tempo. 

Right now, the pendulum is swinging from day to night.

For a while, everything seemed to happen before sunrise: the workout, the green juice, the immaculate skin, the suggestion that nobody had been out the night before. Now the appetite is returning. Heels are higher. Lipstick is darker. Glamour feels a little less well behaved.

The point is not excess for the sake of it. It is pleasure.

Fashion has always understood that some of its best moments happen once the official programme is over: in hotel bars, over late dinners, behind closed doors and at parties that begin as one thing and end as another.

NEW YORK
FASHION
WEEK NIGHTS

In New York, Fashion Week is all movement and rush. Uptown and down, east to west, everyone is running — and usually running late. The trick is knowing which spots are worth changing direction for.

NEW YORK
HOT LIST New York Fashion Week is portrayed as fast-moving, crowded, and constantly in motion. The city requires navigating uptown, downtown, east, and west, with everyone seemingly rushing between appointments and usually running late. The key is knowing which places are worth going out of your way for.
FASANO A polished starting point for the evening and a recommended place for a SEVENTY ONE Golden Martini. The atmosphere is discreet, the service seamless, and the crowd intentionally private and exclusive.
BAR CHIMERA A newer, buzzy Midtown destination with a more unpredictable energy. Helmed by Simon Kim, it is described as a beautiful, energetic oasis that feels particularly current.
SLOANE'S A downtown spot characterized by an intimate, electric, effortlessly cool atmosphere. The release suggests it is the sort of place that makes staying downtown feel like the obvious choice.
BETWEEN THE SHOWS A moment to step out of the rush: elegant retreats and reliable central stops for resetting between appointments without losing the Fashion Week mood.
AI FIORI A composed retreat from the intensity of Fashion Week. It offers an elegant room and immaculate service—a place to take a break without the chaos of the week intruding.
BRYANT PARK GRILL A centrally located standby, particularly useful during the awkward transition between lunch and dinner.
DINE AND DRINK When dinner becomes part of the night: social, theatrical, and atmospheric tables where a reservation is rarely the final destination.
ZUMA A moody, social Midtown sushi destination that works particularly well when a small dinner reservation unexpectedly expands into a larger group. It is portrayed as consistently lively.
TAO DOWNTOWN A much more theatrical dinner option—brash, unapologetic, and suited to evenings that tend to stretch well beyond the original dinner plan.
PEAK The more rarefied choice for a late dinner, with a setting overlooking Manhattan. The skyline transitions from sunset into the glitter of the evening while you dine.
NOCTURNAL SPOTS When the evening properly begins: late-night rooms, views, music, and dimly lit escapes for when the Fashion Week schedule gives way to the night.
AVENUE SKY LOUNGE The more rarefied choice for a late dinner, with a setting overlooking Manhattan. The skyline transitions from sunset into the glitter of the evening while you dine.
Angel's Share A West Village escape that provides the opposite experience from the city's high-energy Fashion Week circuit. It is dimly lit, serious about its drinks, and designed as an antidote to the relentless pace.

LONDON
FASHION
WEEK NIGHTS

In London, Fashion Week is less linear. The city is eccentric, unpredictable, and often more fun after midnight. One minute you are sipping a martini in Mayfair; the next, you are in somebody’s flat wondering how it suddenly became four in the morning.

The trick is to embrace the detours.

LONDON
HOT LIST London Fashion Week is presented as eccentric, unpredictable, nonlinear, and particularly enjoyable after midnight. The night can move rapidly from an elegant Mayfair martini to an impromptu party, so the advice is to embrace the unexpected detours.
THE DONOVAN BAR A Mayfair classic where ordering a SEVENTY ONE Golden Martini is described as a ritual rather than a performance. Elegant and old-school, but never stiff or overly formal.
The Red Room at The Connaught A crimson, low-lit hideaway focused intensely on the quality of what is being served in the glass. It is recommended for an impeccably made drink.
Kwänt A bar where sitting at the counter allows guests to watch Erik's cocktail craft unfold directly in front of them. The philosophy is one of slowing down and treating the drink as something to be appreciated rather than rushed.
BETWEEN THE SHOWS A moment to step out of the rush: elegant retreats and reliable central stops for resetting between appointments without losing the Fashion Week mood.
Sloane A Chelsea destination that offers an escape from Fashion Week's constant attention. It feels more like a private Chelsea house than a conventional hotel and provides a quieter reprieve from the surrounding noise.
Artesian at The Langham A polished hotel bar that manages to remain sophisticated without becoming stiff. The release describes it as the kind of place capable of making even an incidental drink feel significant.
DINE AND DRINK When dinner becomes part of the night: social, theatrical, and atmospheric tables where a reservation is rarely the final destination.
Isabel A dinner destination combining great food, a beautiful room, and exceptional people-watching. Dinner here is unlikely to remain simply a meal.
The MAINE A grand, energetic restaurant where the night can quickly develop beyond dinner. It is recommended when the evening is already gaining momentum.
The Dover A later-night dinner choice with a red-lit, louche atmosphere designed for lingering. A 9 p.m. reservation can easily turn into a 1 a.m. departure.
NOCTURNAL SPOTS When the evening properly begins: late-night rooms, views, music, and dimly lit escapes for when the Fashion Week schedule gives way to the night.
Beat A very late-night destination. By the time Beat becomes relevant, the evening has already developed a life of its own, and the recommendation is to go when any sensible plans have disappeared.

PARIS
FASHION
WEEK NIGHTS

Paris does not bother with efficiency. The best Fashion Week nights here are not built around jumping from place to place. They are about staying somewhere long enough for the room to gather steam.

PARIS
HOT LIST Paris is presented as a city where efficiency is beside the point. Rather than racing from one venue to another, the ideal Fashion Week night involves staying somewhere long enough for the room to gradually build energy.
Sugaar A small, energetic, personal Saint-Germain spot. It is recommended for the first SEVENTY ONE Golden Martini of the evening—the drink that can quietly set the direction for the entire night.
Lapérouse A more old-world choice, distinguished by private salons, gilded mirrors, and a long history of misbehavior. Its character is presented as particularly well suited to Fashion Week.
Fitzgerald Across the river, Fitzgerald offers a softer alternative: intimate, elegant, and pleasantly removed from the Fashion Week frenzy.
BETWEEN
THE SHOWS A moment to step out of the rush: elegant retreats and reliable central stops for resetting between appointments without losing the Fashion Week mood.
Hôtel Costes Paris Fashion Week's unofficial reunion point. Unlike venues that need rediscovering each season, Costes has been part of the circuit for so long that it has become a fixture. It is a place where you are likely to encounter familiar faces—or people you were hoping to avoid.
Le 1905 at Vins des Pyrénées A change of scenery when Paris begins to feel overly polished. It offers a different atmosphere from the more refined Fashion Week circuit.
La Fontaine Gaillon The choice when you want something unmistakably French, offering a distinctly French character within the Fashion Week itinerary.
DINE AND DRINK When dinner becomes part of the night: social, theatrical, and atmospheric tables where a reservation is rarely the final destination.
Lafayette's A restaurant whose room has enough personality to stand up to a Fashion Week crowd rather than disappear beneath it.
Camondo Designed for a longer dinner or evening, particularly when the table, setting, and company are compelling enough that whatever comes next stops mattering.
Prunier The choice for ceremony and elegance. Its mosaics, mirrors, caviar, and Art Deco interiors have provided a beautiful setting since 1925, making it an ideal sophisticated beginning to an evening.
Bar Sotto at Carboni's An after-dinner destination hidden beneath Carboni's. Candlelight and a hidden room create the feeling that the night has moved somewhere slightly illicit or unexpected.
NOCTURNAL SPOTS When the evening properly begins: late-night rooms, views, music, and dimly lit escapes for when the Fashion Week schedule gives way to the night.
HOLLYWOOD
SAVOY As the evening gets later, Hollywood Savoy is presented as a place that “practically discourages moderation.” The implication is a lively, indulgent late-night atmosphere rather than a restrained final drink.
RASPOUTINE After midnight, Raspoutine is described through “velvet, darkness, dancing, and dawn.” The guide explicitly frames it as a place where nobody arrives expecting restraint, making it the most overtly late-night/dancing-oriented of the Paris spots.
PURCHASE SEVENTY ONE