In our previous discussion, we highlighted the highly anticipated campaign of the year 2023, the Bottega Veneta x A$AP Rocky collaboration, which cleverly played on the themes of authenticity and star power. The campaign, titled “Readymade,” captivated audiences with its innovative approach. However, the latest development in this campaign brings a new perspective as Bottega Veneta follows in the footsteps of other major fashion houses like Dior, Vuitton, and Chanel, by featuring XXL ambassadors in their advertisements. This time, they have opted for the ultra-powerful and somewhat predictable choice of Kendall Jenner, while sacrificing the originality that was once synonymous with Bottega Veneta.
It’s worth noting that Kendall has already participated in a paparazzi-style campaign for Gucci, alongside her boyfriend Bad Bunny. This not only dilutes the uniqueness of the Bottega Veneta campaign but also raises questions about the brand’s creative direction. The sociological subtext, which was once a hallmark of Bottega Veneta’s campaigns, seems to have disappeared. This becomes evident with Kendall’s vapid comment on Instagram, where she simply states, “Me, with Pyro, my dog.” It’s a far cry from the mischievous and thought-provoking sentiments shared by A$AP Rocky. The lack of depth and substance in Kendall’s response is disappointing, considering the expectations set by the brand’s previous collaborations.
In late 2023, the path to luxury growth seems to heavily rely on the power of star endorsements. However, it is disheartening to witness the lack of daring and originality in this approach. As followers of the luxury industry, we hope that brands like Bottega Veneta will push boundaries and continue to surprise us with innovative campaigns that provoke thought and inspire creativity.
