Reflecting on the idea of 'craft in motion' set alight new creative director Matthieu Blazy's vision for Bottega Veneta's A/W 22 collection. Rather than rely on one singular photographer or muse to front the campaign, Blazy took the opportunity to utilise as many creatives around him as possible, culminating in the brand's A/W 22 look book being a group effort that reflects Bottega's artisanal heritage in being 'created by a collective of artisans'.
Continuing from the reign of previous creative director Daniel Lee, Blazy's advertising style will be kept from the prying eyes of social media in the same way Bottega Veneta itself merely ceases to exist online. By fostering visions of a free multimedia publication, Lee helped carve a slick and silent vision, one that's carried itself across generations and will also make its way into the brand's A/W 22 advertising styles, realised through a bonafide book that will be gifted to any customer free of charge at Bottega's retail stores.
This unique way of communication (one that's largely impressive to orchestrate during a time where everyone is social media and network savvy) also goes hand in hand with the campaign's backstory, which involved a variety of talent - old and new - to bring a 'fresh and unscripted' lens to the collection, offering multiple perspectives, as seen on multiple models.
Whether you're sold yet or not, the new era of Bottega Veneta begins here. However blurry Blazy's vision was deemed at the beginning, it's at least starting to take shape under the umbrella of authenticity thanks to his collaborative efforts. With the Milan womenswear season next up, all there's left to do is stay patient and stay tuned... who knows what S/S 23 will bring.