The Pre Spring 2020 advertising campaign celebrates and subverts the iconography of modern luxury, continuing to define through the images of the photographer Tyrone Lebon the new visual identity of Bottega Veneta conceived by the Creative Director of the maison, Daniel Lee.
An oversized gold chain runs through a photo studio; the space that has not been touched up creates a tension between raw and sophisticated elements. Jewelery, a key element of Lee’s design, invades the silhouette. Accessories intended as an essential extension of the form. They both intertwine in the brand’s new DNA. Muted and visceral colors compose a palette ranging from smoky blue to pine green, from burnt caramel to black. Sophisticated cut dresses, with casual elegance are presented in an austere yet aspirational context.
The protagonists of the campaign are the model Jean Campbell and the cult designer Andre Walker, characters who have been able to take control of their lives, the community of Bottega Veneta reinforces the narration of the evolution of Daniel Lee to each collection.
The campaign studies the cult of an icon and draws inspiration from Italian neorealist cinema. Elements of the study, realism that opposes refinement, real life characters alongside professional actors, the high in contrast with the bass, all adds tension to the imagination.
The director Federico Fellini once commented “Neorealism is not so much in what is shown, but in the way it is done. It is simply a way of looking at the world without preconceptions or prejudices. ” This process is applied to inspire the imaginary, the collection and the styling. In this campaign Bottega Veneta dresses are worn in a context, mixed with real characters and live in the moment. They are an expression of refinement and normality and it is precisely this mix that makes them so intense, “says Daniel Lee.