As reported in the recent Kering earnings call, Bottega Veneta is in forward motion and looking to move with speed. To drive that point home Creative Director Daniel Lee has infused his first full campaign for the house with the most expensive prop of the season, a $7.5MM gold plated Lamborghini.
Lensed by photographer Tyrone Lebon in Los Angeles and styled by Marie Chaix the campaign is part core and part hardcore with model Anna Ewers giving her all to promote the house’s footwear. A stark sun-bleached concrete basin in Joshua Tree, California; with eternal blue sky and broad horizons, warmth, and sensuality, set the scene to juxtapose the gold plated Lamborghini.
Strength, sensuality, being in the moment. Bottega Veneta is about defining a point of view, a new way of seeing subtle individuality, and then subverting that status.
– Daniel Lee
Subvision indeed as the strength is in the power of the world’s fastest prop dangling behind the cast including Adut Akech and Fernando Cabral. The idea is powerful reminding us that Lee is comfortable turning things on their heads to make a point. The gold plated Lamborghini offers a new vantage on the traditional status of luxury while doing so in a modernist fashion. The inherent codes of elevation, desire and sensual identity, the raw contrast of man versus machine, remains at the core of the images that reference the collection in line, cut, construction.
The campaign is well polished and if it indicates anything, its that we better buckle-up, as Lee isn’t afraid of speed.
Bottega Veneta Creative Director | Daniel Lee Creative Director | Edward Quarmby Photographer | Tyrone Lebon Models | Adut Akech, Anna Ewers, Fernando Cabral Stylist | Marie Chaix Hair | Odile Gilbert Makeup | Lauren Parsons Casting Director | Anita Bitton Set Designer | David White Location | Los Angeles & Joshua Tree, California
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