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Collaborative Veneta

Bottega Veneta’s latest coincides with the label’s 50th anniversary – congratulazioni!

In addition to celebrating turning the big five-oh, the Italian fashion house celebrates creative director Tomas Maier’s 15th year with the brand – and of course, they do so in bellisima style. 

In 2001, the year he joined, Maier had already begun thinking about how advertising campaigns could function as much more than promoting the brand’s products. That year, he introduced a project called the Art of Collaboration, whereby the house invited a multitude of artists from differing fields to interpret his work. 

The 50th anniversary of Art of Collaboration, including young (Joan Smalls, of Beyonce’s Yoncé video fame) and old (73-year-old actress Lauren Hutton), has gone above and beyond a mere fashion shoot ending with staid, tired stills. 

COLLABORATIVE ARTS

The Art of Collaboration intiative at Bottega Veneta began 15 years ago when Tomas Meier joined. He wanted to bring something more than fashion to campaigns – working with artists and photographers to create something new. In 2015, Veneta published a book of the collection, with more than 1,000 photographs.

Shot in New York’s  Modulightor Building, with plenty of light filtering through the open, airy architecture, the behind-the-scenes photos showed us something that we rarely see in a campaign shoot: these people were having fun. Lauren holds the now-famous clutch she carried when she broke Richard Gere’s heart in American Gigolo back in 1980, laughing alongside 19-year-old Belgian model Hannes Gobeyn.

The images were shot by American photographer Todd Hido, who’s a fine example of the Art of Collaboration chucking the fashion rulebook out the window – hardly a couture snapper, Hido is most famous for his eerie, desolate photos depicting American suburban houses and people. 

www.bottegaveneta.com 

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