Bottega Veneta, No Longer On Social Media, Advertises… For Customers In The Sky
Image via Arca / Bottega Veneta
Just as when fashion brands had jumped all into the digital space during the lockdown, Bottega Veneta turned the other way and, to the surprise of many, quit social media.
It turns out that things could only go up from there, literally.
Disregarding the typical billboard spaces and the matter in which photos get shoved into digital users’ faces, the Italian luxury fashion house has chosen a rooftop at Los Angeles International Airport to showcase its advertising campaign for the Wardrobe 02 collection.
The exclusive advertisements—spotlighting musician Arca and ballet dancer Roberto Bolle—are strategically displayed along flight paths to appear under the gaze of travelers flying in and out of LAX. The prints light up when the sky is dark, and are scheduled to appear there for a month.
what the dolls see from the plane when landing at LAX / lo q ven las muñecas aterrizando en el aeropuerto de Los Ángeles 💚damn Bottega tore me — 💚 when you throw hands skyward and pose feminine destruction ❤️🔥 pic.twitter.com/3ie17j3GmV
— Arca (@arca1000000) September 1, 2021
Daniel Lee, who stepped in as the brand’s creative director in 2016, had been vocal about his disdain for the sea of digital presentations clogging up his screen during a stressful time at home. “I don’t think much of [them],” he told Cultured Magazine a year ago. He added that even though a lot of work goes on behind the scenes, “the concepts lacked depth.”
“Everyone seeing the same things is not healthy or productive,” Lee said then. “It doesn’t breed individuality.”
While Bottega Veneta no longer has official social media accounts, an Instagram-based independently curated digital journal named New Bottega documents the label’s evolving creative ventures under Lee’s direction.
A few months after closing its socials, Bottega Veneta launched an online magazine through a dedicated website, making the conscious decision not to publish its content on Instagram and the such. The first edition of Issued by Bottega was released in April 2021.
[via Business of Fashion and Arca / Bottega Veneta]
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