"Bottega Veneta was created by a collective of artisans. This is the history, and this is how we approached the compaign: together, with many different ways of seeing." -Matthieu Blazy
The debut Winter 22 campaign by creative director Matthieu Blazy for Bottega Veneta features the alchemy of a multiplicity of viewpoints: from photographers and cinematographers to models. Here, Blazy's 'foundation collection' begins its journey from backstage, at San Fedele in Milan, moving on to the Horst Festival in Belgium, returning once more to Italy, ending on the southern coast.
The campaign brings Blazy's notions of craft in motion and quiet power to life in 41 still and moving images shot mainly on film. With its completion spanning weeks rather than days, with photographers and models building relationships and reciprocity along the way, each brings their own experiences, movements and stories to Bottega Veneta's clothing and accessories.
The cross-generational cast that wore the collection on the catwalk, continue to wear it throughout the locations of the campaign. Utilising several young image-makers who had never shot fashion before as well as established photographers and cinematographers from other fields, each brought a fresh and unscripted sense of seeing to the collection.
At once playful and pragmatic, from in-the-moment intimacy to the carefully constructed, there is an exploration of the space between the creation and the capture of a moment together with the alchemical possibilities of collective viewpoints.
"Bottega Veneta is in essence pragmatic because it is a leather goods company. Because it specialises in bags it is about movement, of going somewhere; there is fundamentally an idea of craft in motion. It is style over fashion in its timelessness. That is part of its quiet power." -Matthieu Blazy.
