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On Tuesday, January 5, Italian luxury label Bottega Veneta disappeared off the grid without even a whisper as to why. In the weeks since, creative director Daniel Lee hasn’t stated a reason for the label’s social media shutdown. Nevertheless, the brand’s first marketing campaign for its Spring-Summer 2021 collection has gone live. Despite not having social media platforms to share content, the images are spreading across the internet like wildfire.
London-based photographer and filmmaker Tyrone Lebon brought the ad campaign images to life. It stars Ugandan-born British actress Sheila Atim and German conceptual artist Rosemarie Trockel, as well as Nora Svenson, Nikita Stsjolokov, Ottawa Kwami, Emil Schueler, and Andrea Risso. Click through the gallery below for a look at some of the images.
Laura Rossi’s fan account @newbottega has seemingly become the feed for Bottega Veneta shoppers to follow. Described as a “digital journal dedicated to the work of British designer Daniel Lee,” the Instagram feed is Rossi’s curated take on the celeb-loved label. With nearly half a million followers and counting, Lee’s departure from Instagram put a lot of trust in Rossi’s feed, which features a mix of user generated content, and official brand imagery. It’s one of the first pages to auto-populate when you search for the brand on Instagram.
So does Bottega Veneta really need personal social media pages to promote its SS21 collection? According to the buzz surrounding its Salon 01 ad campaign, the loud-and-clear answer to that is no. Much like Lee’s commitment to remaining profile-less of Instagram, the label’s impact on the fashion industry is significant enough to remain on the tip of everybody’s tongue. And perhaps its new, quieter presence will draw in curious consumers on their own accord, more than a targeted Instagram advertisement ever could.
As made evident in the new Salon 01 campaign and the @newbottega Instagram feed, the label is paving the way for grass-green to be one of the hottest colours this spring-summer. Ahead, GRAZIA rounded up five items currently available to shop in the meantime.
