We just recovered from Bottega Veneta’s sudden disappearance of social media. Luckily for everyone, this gaping hole is filled with something new: Bottega Veneta’s very first online journal, named Issue 01, featuring the iconic Missy Elliott. While it may seem progressive at first sight, it’s actually kind of a safe bet. Discover why.
Cover photo: Courtesy of Bottega Veneta
Bottega Veneta Issue 01
A wave of wonder hit the fashion industry when Bottega Veneta’s suddenly deleted its social media accounts. Under the helm of creative director, it didn’t come as a surprise. With Phoebe Philo as his former mentor at Celine, his move was in line with expectations.
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Three months after its digital withdrawal, Bottega Veneta re-enters the digital realm. Last week the label launched a digital magazine including some trippy imagery. References to Teletubbies were easily made. Issue 01 of Issue corresponds with Daniel Lee’s exclusive and privately held Salon 01 show, earlier this year. A quick look at the URL journal reveals a deeper dive into the collection. Lee gave free play to some of fashion’s foremost photographers and creatives in order to compose a surprising and original content. Elaine Constantine therefore created a trippy images with Bottega Veneta’s signature square toe shoe as a huge hedge, while fashion mogul Barbara Hulanicki created a gif. Other contributing creatives include Tyler Mitchell, Kelsey Lu and Tyrone Lebon.
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Above all, Missy Elliot is the absolute star of the campaign. While it may feel unexpected to use the queen of hip hop for a campaign like this, it actually isn’t. Looking at the past year, we’ve all been copying Elliot’s style: our WFH attires mostly consisted of joggers, oversized hoodies and flashy sneakers. Now that beauty salons have re-opened, people massively engage in perfectly shaped brows and over the top nails – emphasizing a craving for glamour. Therefore, no one else than Missy Elliott perfectly fits our zeitgeist. And as always, Bottega Veneta’s Lee is spot on.