Ghanaian visual artist Prince Gyasi has entered a new chapter on the global creative stage, joining French cognac house Martell as its new Creative Partner in a collaboration that brings together African artistic expression, cultural heritage and contemporary luxury.

Announced on 6 October 2026, the partnership places Gyasi’s distinctive visual language at the heart of Martell’s ongoing exploration of creativity and storytelling. Known for his vivid colours, striking compositions and imaginative portrayals of people and places, the Accra-born artist will collaborate with the historic Maison across film, design, cultural experiences and future creative initiatives. Martell describes the appointment as a new chapter in its engagement with culture and contemporary artistic voices.

Prince Gyasi. Photo Credit: Martell
Prince Gyasi. Photo Credit: Martell

For Gyasi, whose work consistently draws from his Ghanaian identity while engaging with global visual culture, the collaboration offers an opportunity to bring an unmistakably African perspective into the world of established French luxury. His artistic practice moves fluidly between photography, contemporary art, fashion and design, with colour serving as a powerful vehicle for emotion, identity and storytelling.

The partnership opens with a film conceived by Gyasi and directed by TJ Sawyerr, set against the historic surroundings of Château de Chanteloup, Martell’s estate in Cognac, France. Rather than simply documenting the Maison’s heritage, the film reimagines it through Gyasi’s vibrant creative lens. The serene French landscape gradually gives way to a world of saturated colour and contemporary African expression, while French classical music transitions into Afrobeats. A golden Ghanaian pushcart further anchors the visual narrative in the artist’s cultural perspective.

This meeting of cultures is particularly significant. Martell’s history spans more than three centuries, while Gyasi represents a generation of African creatives reshaping how the continent is seen and experienced across international art, fashion and luxury spaces. Their collaboration creates room for these distinct histories to exist in conversation, demonstrating how heritage can remain relevant through fresh perspectives and contemporary storytelling.

Gyasi’s rise has been marked by an impressive portfolio of international collaborations. In fashion, he worked with Balmain creative director Olivier Rousteing, with his imagery translated onto garments for the house’s Autumn/Winter 2024 menswear collection. His wider creative journey has also attracted recognition from leading global platforms, strengthening his position as one of Ghana’s prominent contemporary artistic voices. Vogue has previously highlighted Gyasi among a new generation of African photographers influencing the relationship between luxury fashion and visual culture.

The collaboration begins with the Château de Chanteloup film before expanding into further creative projects and cultural experiences. The Native The wider scope suggests a partnership designed to evolve, giving Gyasi room to explore Martell’s legacy through his own artistic language.

With Prince Gyasi bringing the colours, rhythms and creative spirit of Accra into the historic world of Cognac, this partnership sets the stage for an engaging cultural conversation—one in which tradition meets imagination, and African creativity takes its place at the centre of global luxury.