To shout or to whisper? For Bottega Veneta, the objective has always been to subjugate style without nuances and to rid the unnecessary for requisite taste. It has remained quiet and known only to those who truly know. That has perhaps changed this week, as it launched a new campaign aimed at spotlighting 12 Italian artisans for the holiday season with Bottega for Bottegas.
As described in its name (Bottega translates from Italian as ‘shop’, therefore ‘Bottega for Bottegas’ refers to ‘shop for shops’), the project will see its Italian stores, ad spaces, website and newsletters of the House synonymous with Bottega Green (the fashion buzzword of the year) have been swapped out of the Cassette crossbody bags and Puddle boots by the artisanal products of the 12 selected Bottegas.
The House further describes the initiative as the first chapter of many developed out of a tender desire to bring the attention back to artisans that have made Italy credible for its mastery in craftsmanship. After all, what has made Bottega Veneta the brand it stands for today in pop culture has always been in its promise of delivering the best-in-the-game leather-making qualities. Is a luxury bag ever a luxury bag if “Made in Italy” was not stamped on it?
Handmade paper, ceramics that doubles as art, revived native Ligurian wines and chocolates made from centuries-old recipes make up some of the produce from the 12 creative workshops in the project — of which most are small-run family businesses. While the opportunity to sell the products are limited to Bottega Veneta stores in Milan, Rome and Venice, the website will host the stories of these businesses on its website. Eager fans can purchase the items on the bottegas independent websites.
Far from just making Bottega Green the hottest thing that has happened this year, the ‘quiet’ House has proven us to be more than just a luxury brand. It now becomes a voice for a community; further lamenting the tale of how fashion should operate more than just as a business, but as an institution for ideas. Bottega for Bottegas is certainly one of many such stories to come.
Discover more of Bottega for Bottegas here.
Once you’re done with this story about the Bottega for Bottegas project that spotlights Italian artisans, click here to catch up with our December/January 2022 issue!
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