Bottega Veneta Issue 1 – Interactive. Some time ago Italian luxury brand announced that they close their social media accounts. New artistic director, young British designer Daniel Lee decided that ‘“Social media represents the homogenisation of culture,”- as he said to Guardian.
Check for little extract from this interactive journal, video of pager-flipping experience…
Finally new and absolutely interactive experience offered by Bottega Veneta in the first Issue 1. Daniel Lee said that he believes that he can offer more exquisite, “more progressive and more thoughtful” content than social media networks. “Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it.”
Then “Guardian” comments : “Issue is an audiovisual magazine with fashion photography, music and video. There are voiceovers and music, but no text. Neneh Cherry narrates footage of Bottega Veneta’s most recent catwalk show at Sadler’s Wells in London. The Berlin-based roller skater Oumi Janta spins on her skates under a disco ball in a silk-fringed cocktail dress, and there is a heart-stopping short film that captures the daredevil rooftop stunts of the British parkour collective STORROR.”
If we disregard opinion expressed by several fashion media that this new interactive issue is a replication of Instagram stories – only visuals, photos or videos, but no text or concept articles, then we can obviously can see that this is very intellectual virtual object in itself, presenting not just bags, shoes and clothes, but bringing up style, feeling and vision of people today about objects. It is a new step in pop-art culture. You can see jello shoes and bags on videos, you can see suits framed as art objects, paintings used as the objects or used as faces, the bags and shoes displaying the different exotic worlds with palm trees, cakie shoes with cherry on top …. mixed up with lookbooks, and Bottega Veneta commercials. Bottega Veneta became more just a clothes brand, it proposed to the viewers as a lifestyle, a wonderland. And all of it starts with bunnies for Easter!