TO CAPTURE MOVEMENT. Continuing its Art Of Collaboration project coined by creative director Tomas Maier, Bottega Veneta turns to film for its latest fashion campaign
A look at Bottega Veneta‘s upcoming spring/summer 2018 collection
Despite being a three-dimensional object, fashion is often manifested in a two-dimensional format, without considering the movement and textures it can bring forth. A simple photograph just doesn’t do justice to any fashion piece as the true essence of it is lost. With this in mind, Bottega Veneta creative director Tomas Maier has brought movement to its latest collection by choosing film to be the medium in presenting his latest seasonal offering. Not just a single film, but a series of six individual films have been planned to be launched in the upcoming weeks to focus on different elements that all draw upon the brand’s fundamental pillars, and bringing the brand into a new chapter of luxury storytelling.
“We have always told stories about our products and our brand,” says Maier. “The evolution of the Art of Collaboration enables us to reach and have a dialogue with the customer on his or her terms.”
A sample of Bottega Veneta‘s campaign for print
In a way, the change of medium is an evolution of the Art of Collaboration concept Maier coined up several years ago. To help embrace the moving images like never before, French director Fabien Baron who is renowned for revamping some of the most celebrated luxury fashion and beauty brands was trusted to direct the six films.
Another unique step that Bottega Veneta has taken is in the images used for its print campaign. Instead of using traditional still images of a fashion shoot, the images have been taken from the moving stills in the anthology by the films’ cinematographer, Philippe Le Sourd and made to resemble a story board to promote each episode of the campaign.
A behind the scenes look at the Bottega Veneta campaign
“What was important to us was to tell the Bottega Veneta story through the most narrative medium available today: film; to not dilute the message and and to have all other points of communication naturally derive from the film,” says Baron. “Ultimately, we wanted to develop a unique visual vocabulary that would reflect the breadth of such a luxury brand.”
Below is the latest video campaign by Bottega Veneta.
The next two pieces in the series – Utopia (Smoke) and Rebirth (Flowers) – will be released in March.