Bottega Veneta focuses on the concept of “Reunion in Motion,” inspired by the anticipation and emotion of returning home for the holidays.
Luxury brands have been busy unveiling their Chinese New Year 2023 campaigns. Falling on January 22, the coming Spring Festival is an important one. It represents — thanks to Beijing’s recent relaxation of travel restrictions — the first chance in three years for many families to celebrate together. Bottega Veneta has captured the sentiment of this occasion with the launch of a series of online and offline initiatives.
The Italian house focuses on the concept of “Reunion in Motion,” inspired by the anticipation and emotion of returning home for the holidays. The warm memories evoked by the road back are captured in a short film by director Jess Jing Zou, as well as in a supporting installation and interactive WeChat digital activation.
The theme reflects creative director Matthieu Blazy’s vision of setting “craft in motion” so as to highlight craftmanship and movement in fashion. Such ideas have been center stage at both of Blazy’s presentations since his debut Fall 2022 season and the brand’s newly opened storefronts — like Shanghai’s IFC flagship.
Since Bottega Veneta appointed Blazy to take the creative helm, the house has intended a trajectory of long-term organic growth. Beginning November 2022, its newly validated Certificate of Craft program offers an “unlimited refresh and repair” policy for Bottega Veneta handbags: a milestone for sustainability, craftsmanship, and luxury as legacy.
In so many of its endeavors — from marketing and merchandising to the products themselves — Bottega Veneta has made strategic optimizations since the arrival of its new creative director. Jing Daily explores the Chinese New Year 2023 campaign, a good representative of these, alongside other recent moves to investigate the factors and objectives driving them. Continue to read the full article here
