The collectivity of beauty in Bottega Veneta's FW22 campaign
From Palazzo San Fedele to the Horst Festival in Belgium.
Fashion
August 30th, 2022
August 30th, 2022
As much as Bottega Veneta's new FW22 campaign, the first in the Matthieu Blazy era, resembles an ordinary series of (beautiful) photos set in different locations behind it is a choral creative effort that starts from the creative director and branches out through all the different workers involved in its realization. In fact, the campaign was shot by different photographers in different locations, ranging from Palazzo San Fedele in Milan to the Horst Festival in Belgium, with different directors of photography-a creative approach meant to mimic the philosophy behind the brand. «Bottega Veneta was created by a collective of artisans. This is the history, and this is how we approached the campaign: together, with many different ways of seeing», explained Blazy in his statement accompanying the series of forty-one shots taken on film.
The best part of the project is precisely the mix of talent, which involved novice photographers and industry veterans who, however, had never done a fashion campaign before. The result is a multiplicity of looks that brings to life the concept of «craft in motion» that Blazy conceived for the brand. Regardless of everything, however, the clothes caught in the moment are the real protagonists of these shots that capture all the details, all the textures now porous and soft, now dense and smooth like cream, now soft and structured like wool architectures. The style of the clothes, as already seen during the Milan show, oscillates between the minimal and the eccentric: from simple t-shirts, tank tops, sweaters and striped shirts to monumental woven boots, bags decorated with surreal metal spheres, skirts resembling upside-down flowers with their pistils, and garments as transparent and shimmering as water.
