In the year 2022, the word that will dominate the luxury industry is undoubtedly “sobriety”. This term stands in stark contrast to the extravagant and opulent trends of the past. As the world remains stuck in a state of depression, the economic successes achieved by various luxury groups and houses during the first half of the year have proven that this industry is one of the few bright spots.
While many luxury brands have embraced the concept of sobriety, some have made exceptions. One such brand is Bottega Veneta, which recently saw a change in artistic direction as Matthieu Blazy took over after the abrupt departure of Daniel Lee. Lee’s rumored move to Burberry has set the industry abuzz, speculating that he will succeed Riccardo Tisci. Nonetheless, Blazy’s work at Bottega Veneta has been nothing short of remarkable, marked by a rare sense of humility and respect for the exceptional craftsmanship that the Milanese house is renowned for.
Blazy’s approach is deeply rooted in the history of Bottega Veneta, a brand that was initially founded by a collective of artisans. This philosophy is evident in the brand’s latest campaign, which showcases a cohesiveness rarely seen in the industry. Rather than relying on glitz and excess, Bottega Veneta’s unique personality shines through, emphasizing a sense of complicity and naturalism. The campaign draws inspiration from brutalism to elevate the artistry of craftsmanship, using movement to decode the enigmatic secrets of intimacy.
It is truly refreshing to witness a luxury brand that exudes confidence, humility, and understated elegance. Bottega Veneta has stepped out of its comfort zone to align with the values of the new society of sobriety. However, it is important to note that this alignment should not be taken as an excuse to engage in excessive consumption. Instead, it serves as a reminder to appreciate the craftsmanship and artistry behind each luxury item.
Useful links (add links here):
1. Bottega Veneta Official Website
2. Burberry Official Website
