Bottega Veneta’s Spring 2017 campaign is a fashion-loving modernist’s dream

Toying with light


By Wei Yeen Loh

Bottega Veneta’s Spring 2017 campaign is a fashion-loving modernist’s dream

This Spring/Summer 2017, Bottega Veneta’s ongoing project, the Art of Collaboration makes another appearance for the ad campaign, shot in New York City by American photographer Todd Hido. This season’s collection is a meaningful one, marking the brand’s 50th anniversary and creative director Tomas Maier’s 15th year at the helm. As such, iconic American actress Lauren Hutton appeared once again for this ad campaign after walking the runway last September, carrying the same intrecciato clutch she used in the movie American Gigolo.

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The cast of the campaign alongside the legendary actress includes models Joan Smalls, Vittoria Ceretti, Hannes Gobeyn, and Morten Nielsen. Set in the Modulightor Building in the Big Apple, the structure is made up of interwoven horizontal and vertical spaces, and large and small windows that emit a sense of depth and dimension. The choice of location was in line with Maier’s passion for architecture and the brand’s commitment to modernist art. What transpired from this campaign is a juxtaposition of vibrancy (from the garments’ colour palette) against the modern structure’s contemporary aesthetic.


“I am a great admirer of Todd’s work, his images speak quietly yet extremely suggestively in a subtle way and his use of light and colour creates moods that are unique. We have a similar approach and sensibility, I like his sense of delicacy and intuition,” said Maier.


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