Why we all love New New Bottega
Louise Trotter’s New New Bottega hasn’t launched yet, however, we’ve all been swooning over her first campaign*, which went instantly viral last week.
Seeded with a series of close-up hand gestures photographed by Jack Davison, we soon identified the owners of those hands, revealed in videos accompanied by their poetic musings on the power and symbolism of hand work.
The celebrity casting felt authentic (for once), with the likes of Tyler, the Creator, Julianna Moore and Neneh Cherry alongside other significant creatives including Edward L Buchanan (Bottega Veneta’s first RTW director back in the 90s) and Zadie Smith. “I’ve done a lot of writing over these 25 years and I tend to think of it as brain work, but it is of course also handiwork,” Zadie told Vogue.
I really like having people publicly appreciate slow craft (or slow anything tbh!) and the importance of tactility in the digital age. As a celebration of Bottega’s 50-year intrecciato leather weave, this was a masterful move from Louise Trotter. (And of course now I’m really hoping she delivers a selection of super-skinny intrecciato belts in her offering.) While the ‘craft is our language’ campaign went viral online, it didn’t go unnoticed that the ad was also placed larger than life in a physical newspaper – the New York Times (below) – another emblem of slow, tactile consumption…
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Bottega Veneta
NOTE: Most images are digitally enhanced. Some posts use affiliate links* and PR samples. Please read my privacy and cookies policy here
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