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Martell Noblige teams up with fashion designer Jason Wu to launch a limited edition ‘Black Tie’

SHANGHAI – Pernod Ricard’s flagship brand, Martell Noblige, hosted a grand event on November 28 in Shanghai, unveiling the latest limited edition bottle designed by acclaimed fashion designer Jason Wu.

Jason Wu was the main guest at the party to celebrate and pay tribute to the spirit of Dang Dai Ming Shi (当代名士) which is espoused by Noblige.

The ‘Black Tie’ contemporary design is infused with timeless codes of masculine style and elegance, with leather-like effects in deep black with touches of gold.


This latest piece of design is part of a long term campaign to build up the Dang Dai Ming Shi community, which is now in its forth year. TBWA\Shanghai and Martell Noblige have nurtured this platform as a means for modern Chinese gentlemen to gain inspiration and guidance on how to live with nobility and elegance. This year, we invited Jason Wu as a lead figure of DDMS to inspire and empower our target consumers to live the lifestyle.

Pernod Ricard China Senior Brand Manager, Abby Ge, commented: “Martell Noblige has been committed to advocating the elites to explore and pursue breakthroughs in their life. The limited edition by Jason Wu is going to stimulate the consumers’ inner and outer elegance and invite them to join the movement to make elegance emerge everywhere and every day. We will continue to explore how a brand can embrace creative collaboration and influencer ability to gain followers, spread the word and advance this social change in China.”

Muriel Lechaczynski, TBWA\Shanghai Brand Team Leader said: “With Jason bringing his own lifestyle slant to Martell Noblige (from fashion, visual art, music and mixology), we showcased his universe as the pinnacle of the DDMS lifestyle. Along with being aspirational this campaign also provides practical and concrete examples on ‘how to’s, and best-of’s, tips and tricks’. It is also a perfect example of cooperation with media partners, KOLs, community tribes and encourage our audience to ‘Live To Tell’ the DDMS lifestyle.”

For more information about the Martell Noblige DDMS x Jason Wu campaign or the grand event, visit the official website.

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