Bottega Veneta

Bottega Veneta (pronounced [botˈteːɡa ˈvɛːneta]) is an Italian luxury fashion house based in Milan, Italy. Its product lines include ready-to-wear, handbags, shoes, accessories, and jewelry; and it licenses its name and branding to Coty, Inc. for fragrances.

Bottega Veneta is headquartered in Milan, Italy and is part of the Kering luxury group. In 2023, Bottega Veneta's revenue reached 1.6 billion euros.

History

Foundation (1966–2001)

Bottega Veneta was established in 1966 in Vicenza, Italy by Michele Taddei and Renzo Zengiaro. Crafting artisanal leather goods, the brand developed a distinctive leather weaving design, the Intrecciato, which instantly became Bottega Veneta's iconic look. "When your own initials are enough" became the brand's historic slogan because the crafted Intrecciato made Bottega Veneta's products immediately recognizable, and its logo only appeared discreetly on the inside of its products.

In 1972, Bottega Veneta opened its first store in the USA, in New York City. In the mid-1970s, the company started to make shoes.

Renzo Zengiaro left the company at the end of the 1970s. Soon after, Michele Taddei handed over the company to his ex-wife Laura Braggion, who headed the company with her second husband Vittorio Moltedo from then on. She moved to New York to develop the company and became a member of the local jetset. In 1980, the actress Lauren Hutton carried a Bottega Veneta Intrecciato bag in the movie American Gigolo. In 1985, Andy Warhol made the short film Bottega Veneta Industrial Videotape.

During the 1990s, Bottega Veneta launched its first ready-to-wear collection. From 1995 to 2001 the head designer of Bottega Veneta was Edward Buchanan. He designed the first ready to wear collection and the first show was held in Milan in 1998. There you can see the DNA of the brand.

Modernization (2001–2018)

In February 2001, Gucci a subsidiary of Kering, acquired Bottega Veneta for $156 million. The following May, Patrizio di Marco was appointed CEO, and in June Tomas Maier creative director. Vogue coined the term "stealth wealth" to describe the brand's new style.

The brand launched a fashion jewellery line in 2002, followed by a fine jewellery line in 2006. By 2005, the company was profitable again. From 2001 to 2010, Bottega Veneta's sales grew 15-fold. Bottega Veneta presented its first women ready-to-wear runway show in February 2005 and its first men runway show in June 2006. In January 2009, Marco Bizzarri succeeded to Patrizio di Marco as CEO of Bottega Veneta. In June 2011, Bottega Veneta launched its first women's fragrance Eau de Parfum. In 2012, Bottega Veneta's sales reached the $1 billion mark.

In 2006, Bottega Veneta launched a 3-year, tuition-free training program in partnership with the 4-century-old Scuola d'Arte e Mestieri di Vicenza. Bottega Veneta launched the Women's Mountain Cooperatives in 2011, independent artisanal leather workshops for unemployed women of the Alto Astico and Posina mountain community. Bottega Veneta opened a first manufacturing site Manifattura Veneta Pelletterie in Altavilla Vicentina in 2011, and a second in Malo in 2012. In 2011, La Scuola dei Maestri Pellettieri di Bottega Veneta created a 3-month post-graduate course with the Università Iuav di Venezia to train students to advanced handbag design and product development.

In 2013, Bottega Veneta moved its atelier from Vicenza to a historic 18th-century villa surrounded by a 590,000-square-foot park near Montebello Vicentino. The renovation of the property underwent a strict environmental process. Bottega Veneta also opened its first flagship store, a 11,448 square-foot boutique in a historical building on Via Sant'Andrea in Milan. In April 2014, Marco Bizzarri stepped down as CEO of Bottega Veneta and Carlo Alberto Beretta became the company's new CEO in January 2015.

In 2016, the brand's second flagship store opened on North Rodeo Drive in Beverly Hills. The company announced it would unify its men and women's shows. During the company's 50th anniversary show at the Accademia di Brera, the Bottega Veneta clutch bag carried by Lauren Hutton in the 1980 movie American Gigolo was revived (and renamed The Lauren 1980). In October 2016, Claus-Dietrich Lahrs was appointed CEO of Bottega Veneta. In 2018, Bottega Veneta opened a 6-floor flagship store in Ginza, Tokyo, in a building designed as a tribute to the capital's architectural modernism. In January 2018, Bottega Veneta opened a 15,000-square-foot store—its third flagship store—on the corner of Madison and 64th Street in New York City. In June 2018, Tomas Maier stepped down as creative director of Bottega Veneta.

Renewal (since 2018)

Kering appointed Daniel Lee as creative director of Bottega Veneta in June 2018 and Bartolomeo Rongone as CEO in June 2019. Lee launched the Pouch clutch bag and revived the trend for square-toe heels. The company announced the opening of a third, 64,583-foot-square Manifattura Veneta Pelletterie site in Dueville and opened its first store in Miami (the first under the direction of Daniel Lee). In 2019, Bottega Veneta won four awards during the British Fashion Awards. On 2021, Bottega Veneta shut down its social media accounts and created the digital journal Issued by Bottega to communicate with clients, influencers, collaborators, and fans. Monthly fashion shows were replaced by private staged trunk shows called Salons with industrial setups and guest performers. In April 2021, the Berlin police investigated Bottega Veneta's Salon afterparty following the show held at Berghain pursuant to social distancing and masking laws during the COVID-19 pandemic. On 10 November 2021, Daniel Lee left his post as creative director.

In late 2021, Kering appointed Matthieu Blazy, former design director at Bottega Veneta, as the new creative director of the company. Under Blazy, Bottega Veneta returned to the Milan Fashion Show. Blazy brought an inclusive management style, shrank the design team, and got the craftspeople involved in the creative process. He introduced the trompe-l'œil denim leather pants (2021), the intrecciato-woven handbags Kalimero (2022) and Andiamo (2023), and the knitted leather sock-slippers (2023). He was dubbed the "Magician of Milan" by Vanessa Friedman. In September 2023, the brand opened its flagship store in Paris on avenue Montaigne, the first designed by Blazy. In February 2024, the brand opened its third store in Milan, in the historic Galleria Vittorio Emanuele II. In the same period, it was announced that Bottega Veneta was planning to relaunch its perfumery production. Later in June, Bottega opened a new store at the Rosewood Miramar Beach.

Corporate structure

CEOs

• 2001–2008: Patrizio di Marco
• 2009–2014: Marco Bizzarri
• 2015–2016: Carlo Beretta
• 2016–2019: Claus-Dietrich Lahrs
• Since 2019: Bartolomeo Rongone

Creative directors

• 1966–1970s: Renzo Zengiaro
• 1980s–2001: Laura Braggion
• 2001–2018: Tomas Maier
• 2018–2021: Daniel Lee
• Since 2021: Matthieu Blazy

Advertising

For its advertisement campaigns, Bottega Veneta has been working with photographers including Philip-Lorca diCorcia (2005), Lord Snowdon (2006), Annie Leibovitz (2007), Tina Barney (2007), Larry Sultan (2008), Sam Taylor-Wood (2008), Nick Knight (2008), Stephen Shore, Steven Meisel (2009), Nan Goldin (2010), Robert Longo (2010), Alex Prager (2011), Mona Kuhn (2011), Robert Polidori (2011), Jack Pierson (2011), Erwin Olaf (2012), Collier Schorr (2012), Peter Lindbergh (2012), Pieter Hugo (2014), Ryan McGinley (2014), Nobuyoshi Araki (2014), Juergen Teller (2015), Raymond Meier (2015), Viviane Sassen (2016),Todd Hido (2017), A$AP Rocky (2024), Jacob Elordi (2024).

Sponsoring

Bottega Veneta has sponsored the Venice Dance Biennale since 2021 and the Festival de Hyères since 2022. The couture house supported the launch of the art journal Magma in 2023.

Other activities

In October 2023, Bottega Veneta opened a school in Italy to train future craftsmen. The project includes training activities, workshops and courses, divided between the Kering workshop in Montebello Vicentino, and a new dedicated space in Povolaro Dueville. This initiative plans to train 50 students a year in a program run by 5 Bottega Veneta master craftsmen.

Bibliography

• Moltedo, Laura (1995). Bottega Veneta. New York. ASIN B073WC95KJ.{{cite book}}: CS1 maint: location missing publisher (link)
• Maier, Tomas (2015). Bottega Veneta: When Your Own Initials Are Enough. Rizzoli. ISBN 9780847837885.
• Maier, Tomas (2015). Bottega Veneta : Art of Collaboration. Rizzoli. ISBN 978-0-8478-4603-0.

References

External links

• Official website
• Issued by Bottega Archived 14 December 2021 at the Wayback Machine, the brand's online magazine
• Bottega Veneta – brand and company profile at Fashion Model Directory