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In an uncertain context and after surprising with a fashion show recorded months before, Bottega Veneta presents the Salon 01 campaign, their Spring/Summer 2021 collection unveiled in October in London. Photographed by Tyrone Lebon, protagonist of the third volume of the book launched by the brand accompanying their new proposal, this new campaign is the result of a collaboration with artist Rosemarie Trockel (who also participated in the project showing her vision of Daniel Lee’s creative process) and the Ugandan-born British actress, composer and playwright Sheila Atim.

Integrating fashion into a real ecosystem, adapting it to real-life situations we can all feel identified with. That's what Bottega Veneta does in their Spring/Summer 2021 campaign, showing us their great knitwear in a more down-to-earth way than ever. Sitting, lying down and even stroking a dog, Salon 01 is interspersed with a set that seems to be an extension of the collection presented on the catwalk. “Where are the limits of fashion?,” Lee seems to wonder through the optical effects present in the images he has just unveiled. As the collection anticipated, there is more intimacy and a reduction to the essence in the form of softer fabrics which become a second skin.

Green floods everything, as we saw in their physical fashion show and in the sensory book that was sent to press and members of the industry in order to share their creative universe in a new format. A colour that means hope and optimism, connected with nature which is also present in the campaign, as a backdrop. It is as if Bottega Veneta was taking time to think – without ceasing to create – before letting us know its future, disappearing from the Internet in an action that users instantly noticed. A strategy that has already opened the debate on how communication will evolve in the coming times, in a context that seems to be saturated with visual stimuli, extremely fast actions and information coming from hundreds of sources. Let's take a seat and see what the post-pandemic future holds.

David Alarcón

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