In continuation with its new, toned down – yet impactful – approach to marketing, the clean shots by Tyrone Lebon feature the famous faces (and 20 something more creatives) against a white backdrop, with the images unashamedly emblazoned with the label’s name in its famed font. Rapper Little Simz features in what seems to be a new yellow, wellington length iteration of the polarising “puddle boot”, paired with the coveted Mini Jodie handbag. Skepta styles and profiles in a sleek, tailored brown double breasted suit. Other talents include legendary polymath DJ Neneh Cherry and Arca – the latter wearing a green sequinned halter neck dress. All looks continue the bold yet understated vibe of Bottega’s recent collections, with emphasis on making quality, statement materials wearable. Beautiful, well-crafted & heavy fabric are made to look light, fitted and alluring in ways we’ve never seen before. Surprisingly, it works alongside the tactile look of the bold and blocky footwear.
Earlier in the year, the brand – now hailed on social media as New Bottega – responded to its growing popularity by doing something unheard of for a fashion house. Without warning, Bottega deleted its socials. This wasn’t the start of it’s new form of guerrilla marketing. In December, a discreet pop-up show in London was organised to preview creative director Daniel Lee’s newest collection. Minimal press coverage, and a seemingly purposeful delay on release of the images (plus COVID restrictions), all added to the mystique that Lee seems to be going for. Though, it still managed to receive the co-sign of Kanye & North West, Skeppy, and DJ Honey Dijon who have all been in attendance of the discrete shows.
This, along with the back to back quality pieces being released has everyone wanting more Bottega. Fashion-heads are turning to dedicated, unofficial IG pages and gifted unboxing’s by influencers for updates. If not that, then maybe a few street shots of Rihanna and Hailey Bieber in the brand’s latest feeds the curiosity.
It’s like the buzz of CELINE’s Phoebe Philo secrecy era, all over again. It makes sense when you find out Daniel was once Phoebe’s protégé.