Set against the austere majesty of Utah and Nevada's desert expanses, Italian luxury brand Bottega Veneta unveils its Winter 24 collection campaign. Unfolding through a series of striking images, the new campaign aims to blend the stark beauty of nature with the label's refined elegance. Bottega Veneta Creative Director, Matthieu Blazy, takes us on a journey through barren terrains paradoxically teeming with life, resilience, and the promise of rebirth.
The campaign's stark desert imagery and themes of isolation juxtaposed against human resilience strongly evoke Wim Wenders' 1984 classic film, "Paris, Texas." Much like the movie's protagonist traversing the Mojave Desert, Bottega Veneta's models stand as solitary figures against the vast landscape. This cinematic allusion contextualizes the campaign within the Americana cultural narrative and may hint at narratives of personal journey and transformation that resonate far beyond the realm of fashion. During his brief tenure as Creative Director of Calvin Klein 205W39NYC, Raf Simons also created an ethereal desert-themed campaign for the AW17 collection, photographed by Willy Vanderperre.
Fashionable Extremes
Photographer Alec Soth, known for his explorations of American life, lends his perspective to Blazy's vision. Models are framed against a backdrop of towering rock formations as endless nearby roads stretch toward the horizon. Each campaign image becomes a study in contrasts as delicate draped fabrics are set against the features of the unyielding desert. The vibrant hues of the Bottega Veneta Winter 24 collection occasionally burst with life like an oasis, a stark contrast to other looks which blend into the muted desert earth tones of the environment.
Movement in Stillness
The campaign film, directed by Rahim Fortune, breathes life into Soth's static imagery. Set to an evocative score by Le Motel, we witness models explore the barren landscape with purpose and leisure. The camera focuses on desert plant forms, drawing parallels to the movement of Bottega Veneta's pieces.
Supple leathers and silks flow with new dimensions against the rugged terrain. Key silhouettes in the collection feature:
- A soft leather trench coat- its earthy tones camouflage into its surroundings
- Intricately woven dresses contrast against complex patterns of weathered rock faces
- Oversized knits cocoons with comfort and ease against the harsh elements
- A rattlesnake print tie rests in situ, serving as both a sign of danger and a veritable accessory
A Star-Studded Ensemble
The campaign features a lively cast of models, including Mariacarla Boscono, Zayna Cisse, Imaan Hammam, and Luke Clod, who all uniquely complement the landscape. Legendary makeup artist, Dame Pat McGrath crafts looks that enhance rather than compete with the environment’s natural beauty. Duffy's hair styling captures the windswept reality of the desert, creating looks that are cinematic and ethereal.
A New Frontier for Luxury
The proximity to Area 51 lends an air of mystique, subtly challenging conventional notions of luxury's domain. It suggests that the new foundations of luxury are in finding beauty and inspiration in the most unexpected places.
Matthieu Blazy's Winter 24 collection for Bottega Veneta is a timely statement on the evolving nature of luxury. By juxtaposing refined craftsmanship with the raw beauty of the desert, Bottega Veneta invites us to reconsider our perceptions of opulence and resilience.
This campaign marks a significant moment for the brand, positioning it at the forefront of a new luxury paradigm—one that embraces both the harshness and hidden vitality of our world. As the fashion world grapples with imperatives of sustainability and purpose, Bottega Veneta's vision suggests a path forward that is both thoughtful and serene.
In sum, this collection not only showcases Bottega Veneta's mastery in translating harsh landscapes into coveted luxury, but also cements its role as a thought leader in redefining the very essence of opulence. It challenges us to find beauty in unexpected places and to view luxury through a lens that is at once more discerning and more inclusive—a perspective that is already defining the future of high fashion.
