South African photographer, Pieter Hugo was chosen to shoot Bottega Veneta’s Spring 2014 ad campaign due to his specialisation in portraiture, landscapes and still lifes. Photographed in New Jersey, Hugo is the latest in the brand’s ongoing series of creative collaborations featuring the talents of acclaimed artists.
“I am a great admirer of Pieter’s portraits, which have an undeniable beauty, yet do not shy from challenging the viewer,” says Bottega Veneta Creative Director Tomas Maier. “Pieter was a natural choice for the campaign as he has the most unusual use and sense of colour, and is also a master at framing his subjects in their environments in a most poetic way. So I was interested to see how he would be able to translate his approach to image-making for our collection. I am pleased to say I am very happy with the result.”
For Spring 2014, men can see a new silhouette: slopped shoulders and generous sleeves. The pants are narrower and create a slimming effect from the hip down. Bottega Veneta is known to have a cool, ethereal colour palette and this season is no different, with neutrals and saturated colours that is married along different sort of checks. Overall, the collection is fresh with an air of precision.