Luxury brand Bottega Veneta has taken a unique approach in the digital age by launching its own quarterly digital journal called Issue 01. This journal showcases a diverse range of content, including fine art, photography, fashion, and live videos. One notable feature is a video of Missy Elliott performing an updated version of her 1999 dance track “Hot Boyz,” filmed by photographer Tyrone Lebon. Another highlight is a fashion film featuring the UK parkour group Storror, who showcase Bottega Veneta’s collections by leaping and dashing across rooftops and chimneys.
Bottega Veneta’s creative director, Daniel Lee, has played a crucial role in the brand’s recent success and growth. He has expressed his reservations about social media, referring to it as a “homogenization of culture.” Nevertheless, images from Issue 01 have already started to circulate on Instagram, despite the brand’s decision to focus on its own platform.
In addition to visual content, Issue 01 features a fashion shoot set against the backdrop of Milan’s mid-century classicism and the city’s Giardini Publici. Supermodel Maria Carla Boscono can be seen wearing a beige suede trench coat and feminine greatcoats, while other models showcase micro bolero flight jackets and intricately embellished coral-hued dresses. The architectural cutting in Lee’s designs is highlighted through footage of a recent Bottega Veneta catwalk show in Sadler’s Wells, London, narrated by Neneh Cherry.
The journal offers a behind-the-scenes look at the creative process behind Bottega Veneta’s accessories, with a focus on the intricate design of their silver and cubic Zirconia necklaces and bracelets. It also includes drone shots of toy cars, posters for Bottega Veneta All Night Long parties, and images from the brand’s spring/summer 2021 ad campaign. The campaign, shot by Tyrone Lebon, features a diverse cast wearing jumpsuits, green pantsuits, and towelling jackets. The overall aesthetic aligns with Bottega Veneta’s signature style.
To evoke a sense of nostalgia, the journal includes roller-disco photos and wall hangings showcasing looks from previous Bottega Veneta collections. Additionally, it pays tribute to fashion designer Barbara Hulanicki, the renowned founder of Biba, by featuring images of her studio and sketches of her designs. Hulanicki also makes an appearance as a model, showcasing a giant sleeve trench coat.
Daniel Lee’s creative vision has been credited with Bottega Veneta’s resurgence in prominence. Since his appointment as creative director, the brand has experienced a remarkable turnaround. Lee’s success has been recognized with multiple British Fashion Council Awards in 2019. Despite the brand’s decision to withdraw from traditional social media platforms, their Instagram presence remains strong, demonstrating the enduring appeal of Bottega Veneta’s creations.
By launching their own digital journal, Bottega Veneta has found a way to share their creative process and inspiration in a curated and thoughtful manner. While social media platforms offer reach and exposure, the brand’s decision to prioritize their own platform fosters a more intimate connection with their audience. Issue 01 presents a captivating catalog of Daniel Lee’s distinctive ideas, offering a glimpse into the visionary mind behind the brand. Only time will tell if their decision to forgo Instagram proves wise, but for now, it stands as a testament to Bottega Veneta’s dedication to creating a positive and joyful atmosphere within the fashion industry and beyond.
Useful links:
1. Bottega Veneta Official Website
2. Bottega Veneta Instagram
