As Milan Fashion Week draws to a close, fashionistas eagerly await Bottega Veneta’s Saturday show — just as investors watch the brand’s sales grow each year.
Earlier Saturday, the fashion set got a surprise at the Dolce & Gabbana show with Madonna in the front row — her face barely visible beneath a black lace veil.
The catwalk was a tribute to the ‘Material Girl’ superstar, with all the models in blonde wigs, some in bustier corsets, others in black men’s tuxedos embellished with suspenders.
But the more subdued side of fashion is what will be celebrated on Saturday night at Bottega Veneta.
Founded in 1966 in Vicenza, in the northeastern Italian region of Veneto, the label renowned for its woven leather goods and expert craftsmanship became part of the French Kering Group in 2001.
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And with Kering’s flagship Gucci brand currently experiencing a sales slump — down 20 percent in the first half of this year — the company is hoping to make the most of its smaller and less flashy Italian brand.
In the first half of 2024, Bottega Veneta saw revenue rise 3% to 836 million euros ($933 million), while Gucci’s revenue, though down significantly, was 4.1 billion euros — nearly half of of the total of nine billion euros.
So while Bottega Veneto may be a drop in the Kering ocean, it’s a promising one — and one that’s in line with its particular approach to fashion.
A coveted brand notably absent from social media, Bottega Veneta thrives on discreet hyper-exclusivity, mastered by its artistic director, Matthieu Blazy, who took over as creative director in late 2021.
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A Franco-Belgian living between Antwerp and Milan, Blazy began his fashion career as a menswear designer for Raf Simons before joining Maison Martin Margiela.
He then moved on to Celine and Calvin Klein, before finally being named Head of Apparel at Bottega Veneta.
fairy tale “inrecciato”
Blazy’s vision is based on the strength of the know-how and craftsmanship of the Venetian fashion house.
With luxe materials that flirt with trompe-l’oeil and cult pieces like denim-like pants in buttery calfskin that sell for €5,200, the brand has gained a significant cult following in recent years.
This statue is further fueled by stylish choices, avoiding the logos placed on its products.
Instead, he lets his famous ‘intrecciato’, or signature woven leather, speak for itself and incorporates a brass ‘nodo’ or knot as a key design element on shoes and other accessories.
The brand has also strategically snubbed social media. In 2021, she deleted her Instagram account to the chagrin of millions of followers. Instead, fans took over an unofficial “newbottega” account so they wouldn’t miss any of the latest news from the company.
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A series of initiatives — such as the release of a limited-edition fanzine every six months distributed free in boutiques — further helped generate buzz.
Passionate about contemporary art and design, Blazy fuels the brand’s projects through collaborations with photographers and creatives.
Some are even revealed during the fashion shows themselves, like last year’s 400 chairs designed by furniture and art designer Gaetano Pesce, who died in April, or February’s tribute to architect Le Corbusier with a reinterpretation of Tabouret Cabanon.
The recent opening of Palazzo Van Axel in Venice will now welcome exclusive Bottega Veneta customers to discover the world of the brand in a completely renovated palace in the heart of the water city.
There, personalized services include choosing from luxury leathers or one-of-a-kind pieces not available in stores.
The palace will also host exhibitions, special projects and the presentation of Bottega Veneta’s flagship jewelery collection in November.
Source: AFP