Bottega Veneta: How Bottega hacked the paps-to-fashion media pipeline
That’s what Thomaï Serdari, professor of marketing and director of NYU’s Fashion & Luxury MBA calls a luxury approach to media: “Let others talk about you — you are above it all,” she says. “Exclusivity, dominance, true luxury positioning.” Bottega Veneta declined to comment for this article, or share details on the team behind the idea. A representative from Bottega Veneta said it was a concept by Matthieu Blazy.
It’s not the first time a Kering brand has tapped into the tabloid aesthetic. In September, Gucci featured Jenner and her boyfriend Bad Bunny in a campaign captured as if papped