Bottega Veneta’s new campaign proves quiet luxury triumphs

The iconic Intrecciato turns 50 To celebrate 50 years of its Intrecciato leather weave, Bottega Veneta has launched a new global campaign titled Craft Is Our Language. Beyond marking the brand’s anniversary, the project pays homage to the universal language of hand craftsmanship that lies at the heart of the house. The Intrecciato weaving of leather strips is globally recognized as one of the Italian luxury house’s signature codes, appearing on many coveted designs, from its Jodie totes to its viral Pouch bag. Shot by British photographer Jack Davison, art directed by Paul Olivennes, and choreographed by movement artist Lenio Kaklea, the campaign features an inclusive cast of cultural icons, including Taipei-born, Hong Kong-raised actress and brand ambassador Shu Qi (Lin Li-hui) — one of the highest paid Chinese-language actresses in the world. She appears alongside Hong Kong actor Terrence Lau (Liu Junquian), K-pop star I.N, Japanese actress Rie Miyazawa, Thai singer-actress Thanaerng, and more, who converse with Bottega Veneta’s in-house artisans in the film. Through movement, the film highlights the power of hand gestures as a universal language, exploring their impact across generations, cultures, backgrounds, and contexts. This message is brought to life by Academy Award winner Troy Kotsur, who communicates through American Sign Language. Bottega Veneta lets hands do the talking The emotive film underscores what Bottega Veneta does best. Amid a wider fashion industry flailing in misdirection and overexposure, Bottega Veneta continues to deliver a narrative that truly feels like luxury — rooted in craft and artistry, not an overhyped Instagram strategy. The campaign’s imagery drives the power of subtlety, gesture, and thoughtfulness to new heights, reimagining the Intrecciato weave as a metaphor for connection, legacy, and strength. The inclusion of former design director Edward Buchanan and longtime muse Lauren Hutton further grounds the story in the brand’s history. Buchanan helped steer Bottega Veneta into ready-to-wear in the late 1990s, while Hutton’s Intrecciato clutch in the 1980 film American Gigolo marked the brand’s quiet entry into pop culture. Meanwhile, Bruno Munari’s 1963 book on Italian hand gestures, Supplemento al Dizionario Italiano (Supplement to the Italian Dictionary), offers a poetic parallel to the Intrecciato weave, grounding the campaign in Italy’s artistic heritage and echoing the brand’s founding in 1966. In September, Bottega Veneta will also release a companion book, expanding the campaign with a second wave of visuals and a new cast. The publication will catalog 50 gestures that embody the brand’s philosophy of craft as a language. The Bottega Veneta reign continues With Craft Is Our Language, Bottega Veneta sets the stage for a new chapter under Louise Trotter, who was appointed as creative director in December 2024. According to CEO Bartolomeo Rongone, Trotter “combines exquisite design with sublime craft,” a quality that aligns closely with the spirit of the campaign. To boost its reach, the brand has teamed up with stars like Terrence Lau, whose popularity in the Asia-Pacific market is undeniable — there are over 54 million posts about the actor on Weibo alone. There are an impressive 2.3 billion posts mentioning Shu on the platform. These cross-cultural creators promise more than views; in conversation with artisans, they explore the theme of hands in a conceptual, thought-provoking way. When novelist Zadie Smith reflects on speaking with her hands, or Tyler, the Creator describes music as a physical process, the campaign transcends fashion marketing and becomes a cultural narrative — one that resonates strongly in China’s luxury market, where craftsmanship, symbolism, and philosophical depth are prized. In this landscape, it’s not enough to sell well-made products; emotional storytelling is essential. By releasing a book and second installment later this year, Bottega Veneta cleverly extends the campaign’s lifespan — something brands often fail to do effectively. Rather than a single-season splash, Craft Is Our Language evolves as an ongoing dialogue. It’s a marketing strategy that balances visibility with subtlety: no logos, no slogans — just a tightly choreographed meditation on what it means to make. In a market saturated with digital noise and fast fashion, Bottega Veneta’s approach signals patience and purpose. And in the context of Trotter’s arrival, it acts as both a transition and a teaser, rooted in tradition, but reaching toward something quietly new.

Bottega Veneta’s new campaign proves quiet luxury triumphs

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Published May 29, 2025

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Bottega Veneta’s new campaign proves quiet luxury triumphs