Bottega Veneta Summer 2024 campaign
by Gabriel Córdoba Acosta
After ranking in the top five of Lyst’s latest list of the hottest brands of the last four months of 2023, Italian fashion house Bottega Veneta, creatively directed by Matthieu Blazy, has unveiled its Summer 2024 advertising campaign and corresponding collection.
With influences from around the world, the line expands from the Italian trilogy to a global range of references and inspirations, both natural and human. From tailoring to innovative shaped coats, and from the most classic shirts to the most avant-garde and groundbreaking trouser skirt. BV celebrates the pleasure of dressing up, of being whoever you want to be, and of travelling through the imagination as well as the world.
In this case, the firm and its team traveled to Tokyo to photograph the campaign images in different settings. Alec Soth was in charge of doing it and making sure it exuded energy, imagination, and playfulness. Of his involvement with the campaign and the designer, the photographer said: “When I encounter Matthieu’s work, I am in two worlds simultaneously. One is profoundly physical – a world of craftsmanship that engages all of the senses – and the other is the stuff of dreams. My guiding approach to the campaign was playfulness. The playgrounds felt like a metaphor for Matthieu’s whimsical imagination. I wanted to bring the same spirit of colorful serendipity to my pictures.”
Matthieu Blazy for his part said: “An Odyssey: a journey that is both free and hopeful. Playgrounds are spaces of freedom, joy, experimentation, and discovery. They’re places where you can invent your own adventures, take risks, experience yourself in different ways.”
The Bottega Veneta Summer 2024 collection is an embrace of the physical and personal journey. Check out the campaign images below:
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