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 at the airport. And celebrities are often gifted full looks by brands to wear around town, as if they’re walking advertisements. Bottega’s point of difference is that Jenner and Rocky weren’t just papped wearing the looks, they were modeling a campaign before we knew it was one.

The rollout is the significant strategy here, says Sophie Roche Conti, founder of communications agency Conti Communications. “[Its ability to] prompt the consumer to look at the images twice is what makes it intelligent. The images are acknowledged initially as traditional paparazzi images, and now in our second sitting, we are re-digesting them

Read More

Indonesia Fashion Week 2024 Held at JCC, Promotes Betawi Culture

Jakarta

Indonesia Fashion Week (IFW) 2024 will be held for five days, starting today Wednesday (27/3/2024) to Sunday (31/3/2024) at the Jakarta Convention Center (JCC). This time IFW highlights the beauty of Betawi culture.

This year’s Indonesia Fashion Week carries the theme of Woven Jakarta Style. Minister of Trade Zulkifli Hasan, who was present at the opening of IFW 2024, said that the government, especially the Ministry of Trade, provides full support to the fashion industry, such as holding Indonesia Fashion Week.

“The government provides support, including a Minister of Trade Regulation which regulates the procedures for direct or digital sales which used to be free. But now Minister of Trade Regulation number 31 is to protect domestic industry. Minister of Trade Regulation number 36 used to be specifically for consumer goods and was regulated across borders, now it can no longer be aka border,” said Zulhas, Wednesday (27/3/2024) at JCC Senayan, Jakarta.

ADVERTISEMENT

SCROLL TO CONTINUE WITH CONTENT

Zulhas explained that to protect local industry, the Ministry of Trade also limits the rules regarding the procedures for people bringing shopping goods from abroad.

“This is all in order to fully support us to develop well. Don’t just be

Read More