A top‑model Lambrusco. That’s how Lucci was introduced in the United States — the new dry Lambrusco Doc Reggiano born from the collaboration between American supermodel Ashley Graham and the historic Reggio Emilia winery Medici Ermete.
On paper, it might sound like an unlikely project: one of the most iconic figures of body positivity, one of the sparkling wines symbolizing today’s drinking revolution, and a producer deeply rooted in Emilia’s winemaking tradition. And yet, it’s all true.
A meeting in New York becomes an international project celebrating Reggio Emilia and its iconic red bubbles
Three years ago, it all began with an Instagram DM: the top model reached out to the Reggio Emilia winery to declare her love for Medici Ermete’s red bubbles — and to ask whether she could meet the people behind the wine she adored.
The reply came from Alessandro Medici, the company’s commercial and marketing director, and from there the idea took shape — supported by Danny Epstein, co‑founder of Lucci — to create a wine capable of speaking to a new audience: young, curious, contemporary. Today, that idea has become a reality launched on the US market.
“Anyone who knows me knows how much I love Lambrusco. It’s been my go‑to wine for years,” says Ashley Graham. “Over time, though, I realized that the dry, fruit‑forward style I discovered in Italy wasn’t easy to find in the United States. I wanted to share that experience in a way that felt modern, accessible and true to its roots. That’s how Lucci was born.”
Ashley Graham debuts in the wine world with Lucci: the dry Lambrusco created with Medici Ermete is winning over the United States.
Lucci: a dry, fruit‑driven, contemporary Lambrusco with deep Emilia roots
Lucci is a dry Lambrusco Doc Reggiano made from a 50% Salamino and 50% Marani blend, produced entirely by Medici Ermete in Reggio Emilia. The wine is described as “refreshing, balanced, perfect for enjoying life,” with blackberry and plum aromas and an easy, immediate drinkability.
Ashley Graham — now founder and majority owner of the Lucci brand — visited the region in 2025, falling in love with the landscapes of the Emilia plain, the local culture and the agricultural supply chain. During her visit, she deepened her understanding of the grape varieties, viticulture and production techniques that make Lambrusco such a unique wine.
The project is a direct tribute to Reggio Emilia, including a communication style inspired by the imagery of the Italian countryside and the “dolce vita,” while preserving the immediacy and modernity that define Lambrusco.
Ashley Graham: the top model turned entrepreneur betting on Emilia’s sparkling reds
Ashley Graham is not only one of the most recognizable faces in global fashion, but also a curious and sharp entrepreneur. According to Medici, she had already grasped Lambrusco’s potential: a gastronomic wine, low in alcohol, spontaneous, versatile and perfectly aligned with today’s drinking culture, where lightness and drinkability coexist with personality and a strong sense of place.
With her positive, inclusive and modern image, Graham embodies a Lambrusco that perfectly reflects the spirit of the new generations: approachable, fun, authentic and suited to any moment. A truly contemporary wine.
Ashley Graham debuts in the wine world with Lucci: the dry Lambrusco created with Medici Ermete is winning over the United States.
Medici Ermete: 140 years of history, quality and terroir
The collaboration with Ashley Graham confirms Medici Ermete’s ability — after nearly 140 years of history — to innovate without losing its roots. The winery continues to build quality on the principles that made it a benchmark for Lambrusco: rigorous grape selection, low yields to ensure impeccable profiles, modern facilities and environmentally respectful viticulture.
An approach that finds renewed strength in the partnership with Ashley Graham, a global figure bringing Lambrusco beyond Italy’s borders with an authentic, identity‑driven project that reinforces the international relevance of Emilia’s wine.
Ashley Graham: a global icon and the new ambassador of Lambrusco
Born in 1987, Ashley Graham is one of the most influential models on the global scene. The face of brands such as Dolce & Gabbana, Levi’s and Bloomingdale’s, she has appeared on the covers of Vogue, Maxim, the Wall Street Journal and Sports Illustrated, becoming in 2017 the first “plus‑size” model on the cover of the magazine’s US edition — sparking a cultural shift worldwide.
