Bottega Veneta Launches Mysterious Green App A Year After Online Disappearance

Luxury fashion house Bottega Veneta famously has little to no social media presence, having eradicated most of its accounts at the beginning of 2021. Now, it has made its grand return to the online realm, but in its own, green-hued, way. 

This comes in the form of its very own app, the first for the fashion house. Green is the thematic hue for the brand and its new digital endeavor, with the app icon simply being that now-iconic parakeet shade, matching the graphics on its website. 

Described as “a platform for creative encounters,” the app is said to be regularly updated with new content and features from the brand. It too puts the “green” in “green screen,” with one key feature being the ability to turn anything green within a phone’s camera frame into a green screen. 

In the green screens, exclusive footage from Bottega Veneta will be played. CR Fashion Book details that the first clip, 01 Verona, just shows a green billboard with the brand’s name on it, and 02 Montenapoleone displays streamers being transformed into a shiny cube. 

Plus, the house’s name is boldly displayed above any scanned green surface. It has been slowly inching its way into well and truly owning the color for months now, after all. 

The app’s release comes just days before new creative director Matthieu Blazy is set to unveil his first collection for the brand on February 26, during Milan Fashion Week. Highsnobiety reports that the app will be, of course, streaming the event as it happens. 

Bottega Veneta’s app is now available to download for free on the App Store. 

[via CR Fashion Book and Highsnobiety, image via Ned Snowman / Shutterstock.com and Bottega Veneta / Apple]