BOTTEGA VENETA AND THE ART OF COLLABORATION
Art and Marketing: Bottega Veneta’s Creative Director Tomas Maier has been teaming up with creative agency Lloyd & Co over the past years to create campaigns that are as much about art as they are about marketing.
It started when the designer chose American Gigolo’s iconic Lauren Hutton to lock his latest runway show while wearing the same look she wore in American Gigolo in 1980: a trench coat and a red clutch.
“Tomas Maier’s collection inspired the campaign with his nod to late seventies and early 80’s. He cast the iconic Lauren Hutton in the show and she fit perfectly with that vibe. Through the collaboration with Todd Hido, we wanted to create a sense of mood and mystery with a varied cast of characters, and shot the campaign in Paul Rudolph’s mid-century architecture. The video also really played off of that sense of suspense with a track that is reminiscent of the American Gigolo genre soundtrack”; observed Doug Lloyd, lead of Lloyd & Co.
In a nutshell, what they created is a campaign with a cast that ranges from Vittoria Ceretti to Joan Smalls, in the Modulightor Building designed by modernist architect Paul Rudolph, with a chilling mood thanks to the right tones and the right soundtrack.
Fashion is about storytelling; it’s about knowing which woman/man you are, finding a brand, or many brands in you, relating to the story that each one depicts.
Bottega Veneta’s communication has always been about distance and mystery; the models seem unreachable and will rarely look you in the eyes. There is a Bottega Veneta woman/man in every one of us.