Bottega Veneta decided to delete all their social media channels in January this year, but then unveiled a digital zine the same month. And now, the highly anticipated second issue is here.
Coinciding with the presenting of Bottega Veneta collections, four times a year, there will be a new drop of “Issued” a digital journal at the brand’s website. So, as expected, alongside the Wardrobe 02 campaign we have Issued 02, a lively slideshow of content that shares with us some insight into the inspiration behind their collection.
Going dark on social media in a world where it’s a key component of any brand’s strategy and the go-to way to connect with clients seems like a very unorthodox move, but the point of view of Daniel Lee, creative director of the italian luxury brand, is forthright. He explained to The Guardian: “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.”
In the same interview he also pronounced himself against the negativity in social media, “There is a mood of playground bullying on social media which I don’t really like,” said Lee. “I wanted to do something joyful instead. We are not just a brand, we are a team of people who work together, and I don’t want to collude in an atmosphere that feels negative.”
The experience that the brand wants us to have doesn’t only resent the environment of the social media but the tiny screen size of smartphones. So to appreciate the full scene, open your laptop and enter the website, you will be diving right in into this fun collage of fashion imagery, composed with photography, film, drawings, graphics, and vintage advertising.
You don’t even have to make a click, the pace is fast enough so you can’t take your eyes off of it but slow enough so you can follow closely, and every piece is put together to captivate you and make you part of it, soon you find yourself watersliding, walking down the street in metallic pants, driving a motorcycle through a California sunset, and even being on psychedelics .
It features contributors and collaborators that include David LaChapelle capturing both Naomi Campbell and Travis Scott, lookbook shots by Tyrone Lebon, nail artist Carlijn Jacobs quirky designs, video montages by Mark Vomit, illustrations by artists like Patricia Doria and Daniel Gordon, ceramic pieces by Seth Bogart and all accompanied with music produced by Barcelona based artist Arca.
What Bottega Veneta has shown is that we can be excited by fashion imagery once more, with it’s surprising twists the Issue 02 redefines the limits for what a moodboard can be, it’s avant-garde but appeals to our nostalgia too. It makes you feel like you want to grab a pair of scissors and take your favorite pieces into your scrapbook. And even with their official channels in social media shut down their presence is still there, the loyal fans of the brand clearly didn’t hesitate to take screenshots and share them.
If anyone hesitated seeing the first take, this second issue clearly consolidates this new approach to branding, and the expectations for the next publications are elevated. With Daniel Lee’s strategic moves they surely seem to have found the key to success. Bottega Veneta is a brand in the ascendant, it achieved 4.8% revenue growth last year, making it one of the few brands within the fashion industry that had actually seen growth from the pandemic.
Don’t miss out, experience the world of Bottega and get inspired too via its ISSUE: 02 here.