BOTTEGA VENETA SODA LINDAU CWK1 by sodalindau

1 ANALYSIS // STRATEGY 01 - CORPORATE PROFILE 02 - MARKET POSITION 03 - CURRENT SITUATION 04 - COMMUNICATION BACKGROUND 05 - “THE MESSAGE” 06 - TARGET MARKET 07 - GOALS 08 - INSPIRATION 09 - WHAT NOT TO II - EDITORIAL 1.1 - EDITORIAL BRIEF 1.2 - STYLIST AND PHOTOGRAPHER 1.3 - MODEL CASTING 1.4 - MAKE-UP AND HAIR 1.5 - PREPARATION 1.6 - TIME SCHEDULE 1.7 - ART DIRECTION AND MODEL DIRECTION 1.8 - PROCESSING AND RETOUCHING 1.9 - PAGE LAYOUT III - LOOKBOOK IIII - DATA VISUALISATION BIBLIOGRAPHY

SODA NIKOLINDA LINDAU FASHION MARKETING // COMMUNICATION LEVEL 5 VISUAL COMMUNICATION 2 CWK1 NICOLAS GORDON

ANALYSIS

STRATEGY 5

01 - CORPORATE PROFILE Bottega Veneta was founded in 1966, in northern Italy, the city of Vicenza. By two men, Michele Taddei and Renzo Zengiaro, who had a great passion for leather goods. Their significant leather-weaving techniques became an instant hit, and this technique - intrecciato - made Bottega Veneta someone in fashion. With the success in Italy, came the demand from other fashion capitals and in 1970 Bottega Veneta opened in New York City, simultaneously the company started producing shoes. Though Bottega started to reach big popularity, the fashion house faced changes internally. 1970 also became the year when both founders stepped down, and the ex-wife of Michele Taddei took over. Laura Braggion was now in charge, she moved to New York and steered Bottega Veneta towards great reputation. During 1980 the brand had

2018 Bottega Veneta, or as referred to New Bottega got a new creative director, this time his name was Daniel Lee and he made the Pouch clutch bag, the fastest-selling bag of the company´s history. It did stop there, by the end of 2019 Gucci started to fall, and with that Bottega Veneta became the rising star of the Gucci Group. 2021 the company decides to shut down all their social media activity, and instead focus on a different online platform, issued by Bottega Veneta, which is as a digital journal where the brand shows its inspiration, aspiration, and identity by collaboration with every type of creatives, from hip-hop artists to digital content creators. In late 2021 the creative director Lee stepped down and handed over the responsibility to Matthieu Blazy, who though is expected to follow in the creative footsteps of Lee.

become recognized by celebrities and carried both off and on camera. Famous influentials such as Lauren Hutton and Andy Warhol were seen in Bottega Veneta. With the 90s came their first readyto-wear collection, and by the millennial change came new owers once again. The Gucci Group bought the company for $156. From there it grew to be one of the “must-sees” at fashion week, and one of the “must-haves” in the world of luxury fashion. 6

02 - MARKET POSITION

“ W H E N Y O U R The elegant and timeless weaved bags, the handcrafI N I T I A L S ted Italian leather shoes, and their effortlessly chic Pret-a-porter has truly placed Bottega Veneta as A R E one of the important brands in the luxury fashion industry. Their sophisti- E N O U G H ”cated way of tackling, and handling each era and trend has made the brand important to both the classy lady, but also to the hypebeast guy. Like the rockstar little sister to Phoebe Philoes Celine, Bottega has chased and passed brands such as Gucci in popularity over the years. “WHEN YOUR INITIALS ARE ENOUGH” has been the slogan of Bottega Veneta from start, saying their customer is confident, wearing more of a discrete design, without the urge to wear another brand’s name in order to be “it”. Bottega Veneta is a premium luxury brand, positioned at the top of the booming high fashion market, targeting sophisticated and elegant fashion consumers. 7

03 - CURRENT SITUATION Currently, Bottega Veneta has changed its creative director. At the end of 2021, Daniel Lee stepped down and handed over the creative responsibility to Matthieu Blazy, a man with earlier experience with brands such as Raf Simons, Maison Martin Margiela, Celine, and Calvin Klein. Although the departure of Daniel Lee came as a surprise for many, Blazy had actually worked as Lee’s right hand for Bottega since 2020. Matthieu is expected to follow the steps of Lees’ “New Bottega”, but how it will turn out to be is left to see when Blazy now will present his firstever collection for the fashion house. When aesthetically looking at where Bottega Veneta is currently heading, one can see the influentials of the black community and its outstanding essence of combining high-fashion and luxury jewelry and accessories, with attitude and funkiness. Which is natural, since lately seen most parts of fashion being influenced and inspired by the y2k fashion, which also origins in the black culture. In general, this community is right now being profited off of, but maybe not given the full honor for it.

Many other factors further than the aesthetics of Bottega Veneta’s fashion are also being taken from the black culture, such as the hip-hop influentials in their issued by Bottega Veneta, their featured graffiti, and suburban photoshoots locations. Perhaps, after the world got more woke about how oppressed this culture is due to black lives matter, and how appropriated it has been for years, many creatives want to lift the culture and community, to give it space and honor it. Though this is truly necessary, and definitely not a minute too late, the white and powerful fashion houses must be aware and careful how they uplift a culture and a community that so many years have been oppressed and stolen from. It is deeply crucial to analyze and carefully take action in order to not be culturally appropriate further.

”NEW BOTTEGA”

04 - COMMUNICATION BACKGROUND

Bottega Veneta closed down all of their social media last year, 2021, and instead, they are not focused on their own digital inspiration and communication website

issued by Bottega Veneta.

This is a website where the curious can find the values, inspirations, moods, and aesthetics the brand currently is under the influence of. This mix between cool people, art, music, cyber art, videos, can one find the latest news of Bottega. It truly is their own social media platform in a shape more of a digital magazine, and it has proved to be very appreciated. Every new issue comes with their new collection release, so far there have been three issues released. The fourth comes now to their AW22 collection

05 - “THE MESSAGE” The message Bottega has been communicating the past year is the importance of inclusivity and respect for the different cultures in the world. Especially the black culture which has been profited off of by other superior cultures, and appreciated in the wrong contexts. Although the black culture is so rich with inspiration, feeling, and strong powerful messages to the fashion world, it is natural to include the aesthetics and trends with this background. Since Bottega Veneta is a mostly white fashion house, with a white creative director, it is therefore of importance when doing the next issued bt Bottega Veneta, where the new collection will be demonstrated, to hire the right people, so the brand doesn’t profit off of a culture.

The aesthetics for the upcoming collection will be an extension of the last issues, although with greater awareness, it will continue of the importance of inclusivity. It is time to make room for other fashions, cultures, and communities in high fashion. It is time to give credit to the right people when using their aesthetics. Therefore, the autumn-winter collection of 20201, the collection that will be featured in their next issued by Bottega Veneta, will be an honoring to the black community and their great influence on fashion in general, but more specifically, the influence of street fashion. It will be in a surrounding where street fashion was born, where fresh shoes and gold jewelry was matched perfectly. Where the food tasted more, and where the music had true meaning beyond being entertaining. Obviously, the team will be the ones who know this the best, more in-depth further down.

”It is time to make room for other fashions, cultures, and communities in high fashion.”

06 - TARGET MARKET Since Daniel Lee’s new Bottega, the Due to this relatively new target market, brand has attracted a new target group, the aesthetic of the following collection, before it was more of a sophisticated and therefore the issued by Bottega Veupper-class customer who expected high neta 04, will be shaped to attract this new quality, beautiful leather pieces, suatarget of hype. Want to inspire and stay ve and stylish pret-a-porter, classy but attractive to the target of brand-oriented trendy, confident people. Though, there people, though of course not forget about has been a change in their clientele, the the loyal customer who expects quality target still expects the mentioned above, anonymity. although now the target is expanded to both younger, and to street-style dressers. Since 2018 the classic Bottega wearer has developed from a person where “your initials are enough”, to a person who surely wants to be seen wearing brands. This is also reflected in the later collections, which now include more bright colors and more statement pieces. Over the past years, Bottega Veneta has truly expanded and exploded in popularity, grown past brands such as Gucci, and gained credibility on the streets and on social media.

07 - GOALS

The overall objective of this new collection is to demonstrate unity. That for decades high fashion has been aiming for a very specific target group that never has made sense. Regardless of your culture or community, Bottega Veneta is for you. With this new collection, the brand wants to give honor to the cultures that have made a huge impact on fashion but never earned their credit for it. Aiming to include everyone, further eliminate old patterns of the industry. Fashion is not for a specific area-code, it is not for a specific gender or race, it has been for too many years, but Bottega does not stand by it, inviting everyone to be a part of this new collection.

08 - INSPIRATION

The grandmother who always had her nails perfectly manicured, even though nothing else was perfect. The kids outside of the deli freestyling to the beat of an old stereo, saying to each other the unfair no one else wanted to listen to. The girls with big hoop earrings and perfect eyeliner thewing gum, secretly so intelligent and powerful. The father in his Mercedes with jazz playing on the radio. The guy dusting off his new Timberland’s, keeping them in perfect condition. The mother in her kitchen making irresistible food, seasoning her chicken passionate so the gold necklaces made sounds when they bounced together. The fur coats, the basketball shoes, the painted facades, the hip-hop, the baggy pants, the sport tanktops, the love for your family, the unity, the pride, the intelligence, the atmosphere, the origin of so much. Notorious Big, Maya Angelo, Jean-Michel Basquiat, Nina Simone, Nelson Mandela, Virgil Abloh, Micheal Jordan, Rihanna, Bobby Seale.

To focus a bit more specifically on what is the ambiance and inspiration for this campaign, it will focus on the suburban areas of New York City. The feeling will be connected to the ’90s and the early ’00s. Where over-sized pants, boots, sports jackets, caps, gold jewelry, Clarks, sneakers, bucket hats, and high-quality sportswear, was the vibe. It all originated from the black Hip-Hop culture of the suburbs. The graffiti painted walls, the confident clothes, the music. This will be the inspiration for this campaign.

”I’ll tell you what freedom is to me. No fear.” - Nina Simone

09 - WHAT NOT TO

One of the most important cultures that have influenced all cultures today is the black culture, from the food to the music, to the fashion. It is a fact that many big white companies already profit off of the cultural heritage of the black community. Therefore the most important is to honor and profit the actual main characters of this aesthetics, everyone on the team should be part of this community when doing this new campaign. The stylists, to the photographer, to the models should be majority black. This is not to exclude anyone, which it might be read as, this is to give space to the actual creators and the ones who know this aesthetic best.

These aesthetics that are already trending today, the ’90s and the ‘00s fashion, come from these areas and therefore the people working with this type of fashion should be connected to all the work done to recreate this feeling. The most important aspect to avoid is to culturally appropriate further. There should be no humiliation or stealing, therefore recreating it too similar would be a mistake. It should be the vibe and the mood, not an actual recreation, that would be offensive. In the end, this is not a black-owned company.

EDITORIAL

EDITORIAL 20

1.1 - EDITORIAL BRIEF The concept for the editorial revolves around equality for all ethnicities. By depicting the core of the trends we see today, their heritage and honor its origin. The issued by Bottega Veneta 04 will be inspired by the cool, funky, and original way of styling expensive high-fashion for everyday use, as often seen in the ‘90s and ‘00s in New York City. Further, the concept is to demonstrate that regardless of who you are or where you are from Bottega Veneta is for you. This editorial will reflect the current inspiration for the brand and where that inspiration originates from. A fun, playful, and original, back to the hood, type of editorial, feeling of music and food, neighborhood community, and love.

1.2 - STYLIST AND PHOTOGRAPHER The stylist for this editorial will be Jason Rembert. This stylist has maintained an A-list clientele of iconic proportions by dressing A-listers in joyful and luxurious ensembles. Rembert mixes a singular brand of eclectic whimsicality with a traditional diva glam in all of his chosen ensembles, from Lizzo, Mary J. Blige, and Issa Rae to Hailee Steinfeld, SZA, and Naomi Osaka. He has a strong connection to the aesthetic in aim. The photographer will be Tyler Mitchell. The Brooklyn-based photographer is mostly famous for his cover with Beyoncé for Vogue. He also has editorial experience with magazines such as i-D magazine, and teen Vouge. He too has a strong connection to the objective of this editorial.

1.3 - MODEL CASTING The model chosen for the editorial is nobody less than Naomi Campbell. She as the first black supermodel felt like the obvious choice for the message and story behind this issue.

1.4 - MAKE-UP AND HAIR The make-up artist used for this campaign is the worldwide recognized woman Path McGrath. She has been called the most influential make-up artist in the world by Vogue Magazine, with experience with the biggest names in the industry. This creative genius will create a look with nostalgia for the ‘00s. A look for the bolder woman in her fifties, a woman with confidence and style. As hair-stylist for this issue, the Copenhagen up-and-coming girl Amandine Kila will perform her art in braiding. This hair stylist, or hair artist as one could argue, has gained fast recognition in the industry after working with brands such as GANT, and celebrities and influencers. Her style is inspired by the ´90s and ´00s.

1.5 - PREPARATION

1.6 - TIME SCHEDULE

For preparation the main task is to organize the location, a road around 50 meters in Brooklyn New York will be blocked for half a day. At this location cars from the ’90s will be hired for the set design. The cars and the vibe in the area will create this atmosphere needed. The other half of the day will be spent on another busy street in Brooklyn in front of buildings that go with the aesthetics, although all safety measures will be taken into consideration since the model and others on the team are famous and recognized. For safety, a security team will be hired. Furthermore, license for photography in the streets will be dealt with. Trailers for hair and makeup, as well as a styling trailer, will be hired.

Since the shoot only contains one model, hair and makeup will be done early in the morning of the shoot. Furthermore, since the shoot is taking place outside, the shoot will only last for one day. Therefore, the hair and make-up will be given three hours starting at five in the morning until eight. Later the styling will take over, and be given around half an hour for each look, four looks in total during the day. Starting at 8.30 at the blocked road location, being there until lunch break. At 14 the hair and makeup will be given thirty minutes for touch-ups and the same goes for styling. The afternoon will be spent shooting in the street. Due to very limited time, the photographer will be prepared to shoot at sunset. The photo session will calculate end at 19.00.

1.7 - ART DIRECTION AND MODEL DIRECTION The art direction will be a confident, strong woman who lives a day in her extraordinary clothes in her suburban area of New York City. The model direction will be focusing on Naomi’s expression and confidence to really convey the message.

1.8 - PROCESSING AND RETOUCHING The ambiance aimed for with the photo will be an old-school, vintage feel, with a more casual approach, avoiding perfection. It should speak the ´90s to us, and feel as if Naomi is having a day in her life in Brooklyn, although it should also reflect the black community and culture, and the inspiration for the shoot. The colors should be strong, and speak to us directly as Bottega Veneta always does, though the sharpness of the photos should be toned down, leaving the model and the beautiful clothes in focus. The images should feel as they were taken with a digital camera from the ´00s, though of course with a high fashion quality. All in all, the editorial should convey the feeling of suburban luxury, coolness, and funk.

1.9 - PAGE LAYOUT The page layout will be a minimalistic layout, letting the pictures speak for themselves to avoid messiness and blur due to the more laidback style of the editorial. The Bottega Venta will be as always in their editorials, written in big white letters on the first picture of the editorial. The following will be a clean and minimalistic page layout.

ISSUED BY

BOTTEGA VENETA

LOOKBOOK

LOOKBOOK 40

2.0 - LOOKBOOK

For the lookbook, it is important to keep the core of inspiration, with the styling, choice of models, and hair and makeup. Though on the other hand the lookbook will speak the classy Bottega Veneta style by being minimalistic, clean, and sharp. Photos where the clothes speak, and where the vibrant colors can fill the space. Therefore it will be a clean white background on the photo behind the model, then the photo will be placed on a page with the icon color of the clothes. Stylish, classy, and simple, yet cool, funky, and interesting.

DATA

VISUALISATION 52

3.0 - DATA VISUALISATION

BOTTEGA VENETA SALES GROUPS BASED ON AGE

BOTTEGA VENETA SALES BASED ON ONLINE / OFFLINE

BIBLIOGRAPHY https://www.theguardian.com/fashion/2021/mar/31/bottega-veneta-ditches-instagram-digital-journal-fashion-social-media-issue https://thegamecollective.com.br/blogs/streetwear/bottega-veneta-causa-revolta-nas-redes-sociais-apos-after-party-em-berlim https://www.youtube.com/watch?v=-tvcwW9Z1xg https://www.youtube.com/watch?v=9J6dCYHGL6M https://hypebeast.com/2021/4/bottega-veneta-issue-01-online-digital-media-publication-seasonal-quarterly-daniel-lee-announced https://www.issuedbybottega.com/#page-0 https://www.crfashionbook.com/fashion/a35992728/bottega-venetas-digital-magazine/ https://www.vogue.com/fashion-shows/spring-2022-ready-to-wear/bottega-veneta http://officemagazine.net/bottega-veneta-reveals-issue-02 https://www.luxuryabode.com/blog/the-great-brand-story-of-bottega-veneta/artid91 https://www.highsnobiety.com/p/90s-hip-hop-fashion/ https://graziamagazine.com/us/articles/celebrity-stylists-to-keep-on-your-fashionradar-in-2022/ https://www.vogue.com/fashion-shows/pre-fall-2021/bottega-veneta/slideshow/ collection#19