How Does Bottega Veneta Earn Cultural Credibility In China?

Bottega Veneta focuses on the concept of “Reunion in Motion,” inspired by the vaticination and emotion of returning home for the holidays.

Luxury brands have been rented unveiling their Chinese New Year 2023 campaigns. Falling on January 22, the coming Spring Festival is an important one. It represents — thanks to Beijing’s recent relaxation of travel restrictions — the first endangerment in three years for many families to gloat together. Bottega Veneta has captured the sentiment of this occasion with the launch of a series of online and offline initiatives.

The Italian house focuses on the concept of “Reunion in Motion,” inspired by the vaticination and emotion of returning home for the holidays. The warm memories evoked by the road when are captured in a short mucosa by director Jess Jing Zou, as well as in a supporting installation and interactive WeChat digital activation.

The theme reflects creative director Matthieu Blazy’s vision of setting “craft in motion” so as to highlight craftmanship and movement in fashion. Such ideas have been part-way stage at both of Blazy’s presentations since his debut Fall 2022 season and the brand’s newly opened storefronts — like Shanghai’s IFC flagship.

Since Bottega Veneta scheduled Blazy to take the creative helm, the house has intended a trajectory of long-term organic growth. Beginning November 2022, its newly validated Certificate of Craft program offers an “unlimited refresh and repair” policy for Bottega Veneta handbags: a milestone for sustainability, craftsmanship, and luxury as legacy.

In so many of its endeavors — from marketing and merchandising to the products themselves — Bottega Veneta has made strategic optimizations since the inrush of its new creative director. Jing Daily explores the Chinese New Year 2023 campaign, a good representative of these, slantingly other recent moves to investigate the factors and objectives driving them. Continue to read the full vendible here