The new luxury according to Bottega Veneta A yacht in the Mediterranean Sea and nods to Lady D in the latest ad campaign of the brand

A brand's identity and values must be felt in digital and physical form. 

According to the author of the book The New Luxury, this is one of the main factors that differentiate the old from the new luxury. There's probably no better exemplification of this concept than Bottega Veneta, the Italian brand that under the leadership of Daniel Lee has taken a very specific direction. There are not only the well-known leather bags, coats and accessories, a reflection of outstanding quality and craftsmanship, differentiating Bottega from all the other fashion houses, but rather the imaginary, a particular and recognizable aesthetic that has become unmistakable. Looking at the images of the adv campaigns of the brand means diving into a parallel and fascinating world made of lavish furniture, yachts, exclusive cars, breathtaking landscapes, it's a low-key luxury, but nevertheless elusive. 

This imaginary, enriched by new elements, is what stands out in the new SS20 campaign of the brand shot by Tyrone Lebon on a yacht surrounded by the colours of the Mediterranean Sea. More than the square-toed sandals, the dresses and the leather pieces, what transpires is an ideal, exclusive by definition.

What New Luxury consumers look for is not a product, it's an experience that is part of a shared language. This is exactly what Bottega does with this campaign, it is not interested in selling that specific shoe or that dress, but rather selling an idea, an imaginary, that dream of a yacht under the Mediterranean sea.