Advertising Revolution
We've all seen countless celebrities around Los Angeles in full Bottega Veneta looks that appeared identical to those from fashion shows, thus breaking the illusion of spontaneity in those very photos.
This is where Bottega Veneta comes in, deciding to buy those very shots from paparazzi and turn them into the brand's Pre-Spring 2023 campaign, titled "Readymade." An extremely strategic move by the brand, through which it overturned paparazzi culture and revolutionized the cult of the perfect, posed campaign typical of fashion.
A Winning Strategy
This use of the shots can certainly be considered one of the most interesting advertising strokes of genius in recent years. Firstly, the photos themselves went viral twice: when they first came out and after the campaign's release, which allowed both the brand and the photographed subjects—in this case, rapper ASAP Rocky and model Kendall Jenner—to achieve enormous hype among the public. Secondly, instead of incurring the costs of a studio-shot campaign, Bottega simply had to provide the looks to the two celebrities, letting the paparazzi do the work.
One can, therefore, speak of a winning strategy, in which the return for the brand is double, and the cost is extremely minimized.
Audacity and Elegance: The Core Themes
The campaign features the two artists in a series of evocative images, capturing the essence of the brand through the skillful use of color, texture, and composition. The images are thus imbued with a timeless elegance, reflecting Bottega Veneta's commitment to craftsmanship and artisanal quality. Through this production, ASAP Rocky and Kendall Jenner not only appear but also become ambassadors of Bottega Veneta's style and co-creators of a new narrative for the brand, celebrating individuality, audacity, and timeless elegance.
Fashion is for everyone!
The collaboration between Bottega Veneta, ASAP Rocky, and Kendall Jenner, besides being strategically astute from the perspective of the shots themselves, is also a sign of the times, an acknowledgment of the importance of diversity and inclusivity in the fashion industry. As the sector continues to evolve, more and more brands are seeking to broaden their reach to include a wider range of voices and perspectives. This collaboration represents a significant step in this direction, bringing together artists from different origins and backgrounds to create something new and innovative. Through this collaboration, Bottega Veneta, ASAP Rocky, and Kendall Jenner send a clear message: fashion is for everyone, and beauty can be found in every shape, size, and color.
Embracing Authenticity
At the heart of the advertising is a celebration of authenticity. Rather than presenting an idealized version of beauty and luxury, Bottega Veneta chose to show celebrities in everyday moments, walking, after shopping, and while doing sports; precisely to celebrate the beauty of daily life and show how the brand perfectly embraces every moment of life.
Mainstream, boring!
The campaign also reflects broad cultural shifts towards authenticity and privacy. In an era dominated by social media and celebrity culture, there's a growing desire for genuine experiences and meaningful connections. Bottega Veneta's decision to focus on real and genuine life moments speaks to this desire, offering a refreshing alternative to the glossy perfection often portrayed in mainstream media.
Breaking the rules: the new rule
Precisely for this reason, Bottega Veneta's advertising campaign marks a departure from the traditional approach to fashion advertising. Instead of constructed images with models in glamorous settings, the brand opted for a more intimate and raw aesthetic, thus evoking a sense of authenticity and spontaneity, increasingly rare in fashion advertising.
A new chapter for the fashion system
In conclusion, it can be deduced that the conducted campaign marks an exciting new chapter for the Italian luxury brand and for the fashion system. Indeed, through a message of inclusivity, diversity, and celebration of beauty in all its forms, and thanks to the invitation to reflect on our relationship with privacy and intimacy in an increasingly connected world, the brand develops a campaign that is not only economically advantageous and successful but also perfect for conveying deeper messages. As the fashion world continues to change and evolve, this collaboration will remain an example of how innovation and creativity can transform a brand, leading it in new and exciting directions, while simultaneously redefining the concept of luxury.
