Bottega Veneta Launches An App: Here’s Everything We Know
Ahead of Matthieu Blazy’s first collection set to show in Milan this weekend, Bottega Veneta creates an app…
Bottega Veneta has launched its very own app in anticipation of Matthieu Blazy’s inaugural show in Milan on Saturday. The app makes use of AR greenscreen technology to reveal “…a doorway into the world of the brand.”
Although cryptic about what it offers at this stage, from what can be discerned thus far, the app is an interactive platform where users can learn about the inspiration behind the collection and watch the show, which will presumably be livestreamed on the app on Saturday. Think an AR version of show notes, the briefs provided to fashion show attendees describing the ideology of a collection.
There are three screens you can tap and swipe between: one screen features the brand’s trademark parakeet green with their logo stamped at the bottom; another screen displays a live countdown to the show down to the second. On the last screen, the user is invited to point their camera at anything green, which will then lead them to a countdown timer and a set of clips, perhaps inspiration for the upcoming collection.
This is just the latest instance in a series of unconventional marketing tactics deployed by the brand to promote its fashion shows and campaigns. Bottega Veneta has become known for subverting the conventions of traditional advertising – rewind to January 2021 when the brand deleted its Instagram account; the brand is consistently looking for ways to spark larger conversations about their collections.
With the creation of this app, Bottega Veneta is blurring the line between the physical and digital concept of the fashion show – something that’s already started happening with the presentation of NTFs at Fashion Week.
Not only is Bottega Veneta generating hype surrounding the upcoming collection in a unique way, but by livestreaming their own show they able to control the way it is being depicted virtually.
Lead image courtesy of Jason Lloyd-Evans