You may know actress Diane Kruger from one of her many flicks, like her stunning role in 2009’s Inglourious Basterds, and now she’s added Martell House brand ambassador to her long list of credits. Kruger, a self-professed Francophile, will be helping the cognac house—which is celebrating its 300th anniversary this year—with its celebration of French Art de Vivre.
Martell was founded in 1715 during the height of the French Art de Vivre movement, a time that celebrated “gastronomy, tasting and craftsmanship.” In the 17th century, Louis XIV wanted to assert his power, so he used the Court of Versailles as a way to put noblemen in their place. Instead of giving their aggression and demands attention, he turned the focus onto fashion, art and elegance, putting women at a higher status. By the 18th century, France had its reputation as a place of courtship, intellectual conversation, beauty, and seduction.
Wanting to pay tribute to that historical period (and celebrate their anniversary), the cognac brand has tapped Kruger, whom they consider to be a living embodiment of French Art de Vivre—she spent many years in France, honing her acting talents at the private Cours Florent drama school.
“I’m […] honored to work with an incredible talent like Diane Kruger as our Ambassador, who personifies so many of the Martell brand values in her sophistication and style. It is not very often you get to be part of such a momentous moment in a brand’s history and I’m immensely proud to be a part of it,” says Philippe Guettat, CEO and Chairman of Martell.
The German-born actress will be heading up the Martell France300 project, which is looking for 300 “ones to watch” from all around the world. The intent is to honor people whose “combined cultural contribution across gastronomy, art, fashion, mixology and entertainment epitomize French Art de Vivre in the 21st Century.” In collaboration with French magazine L'Officiel, Martell is seeking the modern-day equivalent of the artists and personalities who were brought into the court of Versailles by Louis XIV so many years ago, with Kruger on hand to speak to the impact French culture has had worldwide.
“Although I still consider Paris my home, I spend a lot of time on the road and am pleased to see how the French Art de Vivre lifestyle is truly permeating contemporary society on an international scale. I’ve spent much of my life living here in Paris so it’s a huge honour to be asked to join the Martell France300 project,” says Kruger. “We’re looking to find 300 talented people, all of whom will have to demonstrate exceptional talent and ambition in their field, as well as being bastions for the modern French Art de Vivre lifestyle. I think this initiative in recognition of emerging French talent, is the perfect way for Martell Cognac to celebrate their 300th anniversary this year...and I’m delighted to be a part of it.”
The full Martell France300 list will be announced in June.