Nearly three months ago, the social feeds of Bottega Veneta went dark. Gone were the Instagram images, the the Tweets, and the Facebook posts; soon after it wiped its Weibo account, too. “Bottega has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself,” parent company Kering CEO François-Henri Pinault said.
But, as of today, the Milanese fashion house, whose supersized intrecciato pouches and avant-garde silhouettes have become must-haves of the style set since 35-year-old creative director Daniel Lee signed on in 2018, is speaking out again, (albeit in new form) with the launch of its first-ever digital journal, Issue.
Following in the platform sandaled-footsteps of its October Spring 2021 show, named Salon 01, which presented an intimate grouping of objects (a book and trio of records) that offered a behind-the-scenes look at the making of the collection, the new audiovisual publication explores the idea of domesticity. The Bottega team tapped a wide range of creatives for the project (not to mention a wide range of clothes: pieces from past collections are shown alongside new season numbers). Barbara Hulanicki, the Polish fashion designer behind the iconic ’60s label Biba, pops up in black-and-white GIF-form in a pair of large, oval-framed sunglasses courtesy of photographer Danielle Neu; Kelsey Lu’s sherbert yellow-lacquered fingertips pluck a cello. Even Missy Elliott, with bright blue braids, makes a three-page appearance, singing her 1999 hit “Hot Boyz”.
In our increasingly homogeneous digital era, Lee has yet again found a way to stand out. While the brand may not be returning to feeds anytime soon, rest assured, with four issues due out per year, the digital journal is sure to satisfy your #NewBottega itch—and then some.
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