Bottega Veneta has finally broken its year-long content cleanse unveiling a new app that delves into the inner workings of the brand’s’ abstract aesthetic approach. Accompanying the new ever-unfolding platform, dubbed a “doorway” into the Bottega world, is a shift in identity that sees the brand adopt a zesty new “parakeet green” hue for its logo and app design.
The tactical transition in social strategy comes conveniently in advance of new creative director Matthieu Blazy’s debut collection launch on February 26th. Few moves could stoke the fires of internet intrigue more than the prodigal return of these mysterious maestros of marketing, certainly signaling a new era of engagement and avant-garde content creation with the arrival of a new creative director.
Now, just three days ahead of Matthieu’s debutant departure for Milan Fashion Week, all eyes are fixed on the new Bottega-Verse, following a clear shot across the bough of critics that theorised a continuation-style approach once Matthieu, former right-hand man to outgoing creative director Daniel Lee, was awarded the position.
When asked about the seemingly singular decision to end the brand’s social media abstinence, Mattieu explained the app will serve as its own “platform for creatives that will therefore be uploaded with new content every day leading up to the show”. Besides bolstering the already acute awareness of the upcoming unveiling, the app will also serve as a direct to fan livestream server that will “offer fans an intimate experience that will flesh out the presentation of the house’s exacting standards. It also allows you to keep up to date with daily content Bottega Veneta publishes on it, equally, you can use any green coloured object as a green screen to stream the content. That probably sounds confusing but you will understand it once you try out the app.
In a retail reality that sees luxury fashion houses constantly battling for hype hegemony with alternative apps and content campaigns, low-key Bottega’s cool-tempered complacency and patient presentation style enables them to somehow win the war of relevance vs over-exposure.
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