When the unexpected notice about Daniel Lee leaving the creative director job arrived everyone in the industry was shock. Sells of Bottega Veneta were doing just okay in contrast with the over exposition that every movement of the designer with the brand (fashion shows, campaigns…). With this in mind a new creative director was needed because Lee created a lot of scandals without needing it.
After months from this notice, Matthieu Blazy was appointed as the new creative director of Bottega Veneta. He wants to revive the spirit of the brand and focus the energy in creating products of good quality and longevity.
The last collection FW22 was all about setting the mood of what the designer wants to do with the creative direction of the brand. Honesty and simplicity were those that were reflected in atemporal items that everyone that is interested in luxury want to have. Is all about creating the necessity of having the brand in your closet. Because Bottega Veneta is all about the bags, but in reality you need to use this bags with clothes that matched the vibe perfectly. Reflecting movement in the silhouettes this collection established the essentials to construct a capsule wardrobe with it.
To promote the different products that have been created under Blazy’s vision, he had done three ways of advertisement (having in mind that the brand doesn’t have its own social media). He placed a big ad in the middle of Venice, just in time for the Biennale, where it shows the unmistakable signature of the brand and its roots. A performer also used different clothes in one of his shows. Also, Bottega Veneta partnered with Olivetti to create a bag’s collection. All of this seasoned by a dinner in Venice to celebrate the launch of Mattieu Blazy’s products into the market, where known people from the industry sit and talk for hours (Raf Simons one of them).
Alvaro Ramos
