Matthieu Blazy’s Debut Bottega Campaign Belongs on a Bookshelf


Matthieu Blazy’s new era of Bottega Veneta begins now. His subdued artisanal vision is finally debuting in-store as part of the Winter 2022 collection but, with Bottega still abstaining from social media, how’s it gonna distribute the lush imagery that comprises Blazy’s debut campaign? The answer is simple and tangible.

On one hand, the Bottega Veneta app will offer customers intimate access with Blazy’s vision through a swipeable selection of “41 still and moving images,” as Bottega’s press release explains.

But there’s still a screen separating the viewers from the photographs, preventing them from studying, touching the images.

Thus, Blazy will publish his debut Bottega Veneta campaign as a bonafide book, offered to customers free of charge at Bottega’s retail stores.

It sorta picks up where Blazy’s predecessor, Daniel Lee, left off. See, Lee had similar visions of a free multimedia publication that opened granted fans access to Bottega’s slick, silent vision.

Especially with its aversion to social media, Bottega Veneta’s ethos is as impenetrable as its signature intrecciato weave. Publications like Lee’s Issue 01 and Blazy’s printed campaign are the closest the maison will get to its adoring public.

But the focus isn’t on Bottega Veneta. It never has been. As always, the house would much rather emphasize its artisanal craft, which remains at the forefront of Blazy’s Winter 2022 collection.

“Bottega Veneta was created by a collective of artisans,” Blazy said in a statement. “This is the history and this is how we approached the campaign: together, with many different ways of seeing.”

“Bottega Veneta is in essence pragmatic because it is a leather goods company. … It is style over fashion in its timelessness. That is part of its quiet power.”

A crew of photographers and cinematographers — some of whom had never aimed their cameras at a fashion shoot ever before — lensed Bottega’s Winter 2022 campaign, traveling from the brand’s Milanese headquarters to Belgium’s genre-smashing Horst Festival before returning to Italy’s southern coast.

Their subjects were a cast of “cross-generational” models wearing everything from Winter 2022, which Bottega Veneta describes as Blazy’s “foundation collection.”

It’s a hell of a debut: arresting knitwear, feather-trimmd dresses, thick-soled shoes and leather blazers, with tank tops and pants to match. Oh, and those Bottega Veneta bags that regularly set the internet ablaze (a-Blazy?).

No muss or fuss, just exquisite clothing made exclusively for those who get it. And, even if you don’t, there’s always the allure of a free book.



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