Martell Cognac and Fe Noel Partner on Footwear

Cognac house, Martell, has announced “The Martell Sneaker Atelier,” a holiday experience that draws inspiration from a French tradition that encourages placing shoes by the fireplace to be filled with gifts by morning. Blending tradition with modern-day sneaker culture and high fashion, a first-of-its-kind collaboration with Fe, founder of womenswear brand Fe Noel, will introduce brainwave technology to inform sneaker designs. 

“I truly believe that fashion is a language of cultural self-expression and individuality,” says Fe. “It's a way to communicate who you are and where you've come from. With this collaboration, my main objective is for people to feel good in their own skin by embracing their most-precious memories and unapologetically celebrating their inner “Standout Swift” with wearable art.” 

The first cognac house to ship barrels to America in 1793, Martell Blue Swift is a celebration of the brand's historic ties with the U.S., made of V.S.O.P cognac matured in French oak casks and finished in American whiskey barrels.   

“Like the ‘Swift’ that adorns each bottle, Martell Blue Swift is crafted for those who soar higher, those who – like Fe Noel – are boldly redefining convention,” says Charlotte Raux, senior brand manager, Martell Cognac at Pernod Ricard USA. “Fe has mastered the ability to bottle up culture with her fashion, making her the perfect creative partner for a holiday experience that marries technology with design for the ultimate gift of self-expression.” 

“The Martell Sneaker Atelier,” is a one-day only consumer event on Dec. 14.  

Brainwave sensing headsets will interpret positive holiday memories into vibrant patterns incorporating Fe's signature color palettes before translated into unique sneaker designs. Each sneaker will be hand-painted live on-site and receive a finishing touch by Fe: custom gold charms designed in collaboration with New York-based jewelry artist Johnny Nelson. 

Brainwave headbands.

Consumers are encouraged to sign up at Themartellsneakeratelier.rsvpify.com and arrive early, as well as bring a pair of blank white leather sneakers.