Today's age of AI, VR, AR, and various other technologies are converging and changing at an accelerating pace. One theory says that in the next 10 years, 100 years' worth of technological progress will occur.
In the midst of this trend, the fashion industry is also undergoing a rapid digital shift. Here, I would like to talk about Bottega Veneta, which is led by Daniel Lee, a young talent in his 30s.
The brand deleted its own social networking account, which has become a common marketing tool, at the beginning of this year. The brand has been trying to deepen its relationship with its supporters by entrusting its Instagram fan account (@newbottega) with the role of social networking site. Currently, the account has 680,000 followers. This innovative approach, which sets it apart from other companies, is attracting attention both inside and outside of the industry.
Leveraging is not limited to social networking. In April of this year, we launched "Issue," a digital journal. To put it simply, this is an on-demand media that mainly features visuals expressing the brand's worldview. It is published four times a year, and each issue features original work by the luxury contributors surrounding Bottega Veneta.
Issue 02," just uploaded this month, also has plenty to offer. The first thing you see when you open the top page is an illustration of bright red lips. The retro-modern touch of the illustration, which was inspired by the 1980s, draws the viewer into the site.
Clicking on the green-arranged cursor switches between content, including visuals of Travis Scott and Naomi Campbell, dynamic motorcycle performance videos, this season's campaign, art, and more. The triangular menu button in the upper left corner of the screen allows you to identify the names of the contributors to the works you are interested in.
Issue" is just a click away, but it's almost like playing a video game, or rather, it's a strange experience that moves back and forth between retro and modern.
I thought it would be quick to take a peek first.Please click here to visit the digital world of Bottega Veneta.
