It is now clear. Bottega Veneta’s intention is precisely to go beyond a fashion brand’s traditional concept to establish itself as an actual secret society. After the farewell to social profiles and a decidedly low-profile communication strategy, the Kering group’s Maison also aims to renew how its collections are presented. And, of course, the mystery continues to play a fundamental role.
On Friday, just like last autumn in London, the brand led by Daniel Lee held a show with cameras off entitled “Salon 02 “. The only thing we know about it is that the location chosen for the occasion was the historic Berghain nightclub in Berlin. Among the guests, prominent personalities such as Virgil Abloh, slowthai, Skepta, and Roberto Bolle.
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There is even the feared Berghain bouncer and photographer, Sven Marquardt, for the first time spectator and non-actor, of a show in his own home on the list of celebrities. An elite parade of stars directed towards an exclusive event comparable to the atmosphere of “Eyes Wide Shut”.
Berghain for the uninitiated has gone from being an East Berlin powerhouse to a temple of techno music since the early 2000s, where it is (almost) impossible to enter. An ongoing parenthesis as an artistic institution in covid times is up to being elected today as the location of the Bottega Veneta fashion show. Curiosity is skyrocketing, but it should also be considered that to see the show, we will have to wait a few more months.
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The president of Kering, François-Henri Pinault, wanted to express himself on the brand’s new marketing strategies. “As for Bottega Veneta’s digital communication strategy, it is not disappearing from social networks. It is simply using them differently. He has decided to focus much more on his ambassadors by providing them with the material they need to talk about the brand through various social networks. She let them speak for the brand rather than doing it alone, like any other reality “.
