This Is What Bottega Veneta Has Been Planning Since Its Instaexit
Issue 01 (a link to the brand’s Salon 01 show last summer) is an audiovisual magazine complete with fashion photography, music, and video. There are voiceovers and video, but no text. In a new interview with The Guardian, designer Daniel Lee explains the mag will offer “more progressive and more thoughtful” than Instagram. “Social media represents the homogenization of culture. “Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it.”
Issue 01 features clothes from previous collections shot next to new ones as a way to promote the concept of “longevity” — it elevates others along the way, too. The poster teases “Summer Madness” featuring “very special guests”: Elaine Constantine, Sue Webster, Caleb Femi, James Lacey, Dean Griffin, Senta Simond. Missy Elliott is in there, too. It’s kind of a little like what we do with “Not In Paris” (elevate brands and creates we love) but on a smaller scale.
We’re not sure how many issues there will be but, now we’ve had the first look at Bottega’s future plans, a quote given by Kering-owner (Botega’s parent company) François-Henri Pinault to WWD back in February is much clearer. “Regarding its digital communication strategy, it’s not disappearing from social networks — it’s merely using them differently. It has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself.”
Check out the magazine here.
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