Let’s face it. The world is full of followers with herd mentality. Only a few dare to take the risk of breaking away from the rest and damning conformity.

There will be consequences, of course. As the old Chinese saying goes, “The bird that stands out gets shot down” (槍打出頭鳥). Translated, it means that being different is somehow inappropriate or risky.

Maison Martell’s latest campaign aims to inspire us to challenge the limitations set by the masses. Directed by internationally renowned artist, photographer and film director Wing Shya, and featuring prominent fashion designer Angel Chen, Maison Martell’s “Be The Standout Swift” campaign is a tour de force in taking on convention head first.

Symbolising the “Standout Swift”, Shenzhen-born fashion designer Chen developed a bold and colourful signature style which mixes ancestral Chinese motifs with modern Western aesthetics; turning her audacity into actions to push culture, the norm, communities, and the world forward.

Selected as i-D magazine’s designer to watch in 2014, and listed on Forbes China’s “30 under 30” in 2016, Chen was also a competitor on Netflix’s Next in Fashion, as part of the show’s loveable “Dragon Princess” duo.

The swift was chosen to represent boldness as it spends almost its entire life in the air, barely touching the ground, and graces all of Martell’s products and labels.

Thriving on audacity for more than 300 years, Maison Martell is defined by freedom from convention as well as the freedom to reinvent itself to stay ahead of its time.

Maison Martell has been pioneering new expressions of cognac — from the icon Martell Cordon Bleu in 1912 to the trailblazing Martell Noblige which heads this campaign as it encapsulates the free spirit of the Maison. A statement-making cognac with its cutting-edge design, Martell Noblige’s complex blend transpires the marriage of strength and smoothness.

Head to Martell’s official website to find out more.