Bottega Veneta just dropped their new campaign where their legendary artisans linked up with the biggest icons out there (like Tyler, the Creator wtf), proving that it really stays winning. Titled “Craft is our Language” the campaign’s all about celebrating 50 years of Bottega’s iconic Intrecciato weave that’s come to represent the brand’s ethos – here’s a breakdown of the campaign.
Earlier this week, Bottega Veneta teased their new era with dramatic black & white images of hands shot by photographer Jack Davison and choreographed by Lenio Kaklea. Turns out, we were looking at Tyler, the Creator and Dave Free’s hands, who featured in the campaign along with a whole lot of other talented professionals like Jack Antonoff and Neneh Cherry.
With the main focus on the Intrecciato’s 50th anniversary, the weaving of leather strips symbolises the interconnected, collaborative ethos of the brand. The use of hands in the campaign isn't just a symbol of creation but also a metaphor where universal hand gestures connect cultures, backgrounds and contexts.
Those ideas reflect the Intrecciato pattern that, through its 50 years, has become the recognisable symbol of Bottega Veneta without needing a logo plastered all over their stuff. You can put that down to the generations of artisans that passed down their expertise on the craft that’s continued to evolve and reinvented, even today.
More than anything, “Craft is our Language” is a reflection of the house’s Italian roots, celebrating creatives and thinkers. The campaign itself pays homage to a classic book by Milanese artist Bruno Munari all about Italian hand gestures, something that has become a pretty well-known part of Italian identity. The future of Bottega Veneta’s looking bright.
Featured image via Bottega Veneta©
More on Culted
See: Archive Grails: What we found inside V&A East Storehouse’s fashion collection
