The Italian fashion brand will enlist talents from far and wide to spread joy during a time of distress.
With the majority of the world’s population in quarantine as a result of the novel coronavirus outbreak, eating out, attending a concert, or viewing the latest gallery opening has been put on hold. The venues of these cultural attractions have been temporarily shuttered by national and local authorities to temper the swell of the pervasive disease, which means that any source of entertainment is relegated to what is found online.
This has led many celebrities, media outlets, and brands to ramp up their visibility digitally, with many creating content that allows the masses to get their cultural fill through a screen.is the latest company to jump on the bandwagon.
“Creativity and strength lie at the heart of Bottega Veneta,” said the brand’s creative director, Daniel Lee, in a statement. “In this highly distressing time, we feel a responsibility to celebrate those values and ignite a sense of joy and hope in our community and beyond.” Spanning all its online platforms—Instagram, YouTube, Weibo, Line, Kakao, Spotify, Apple Music, and its website—Bottega Veneta intends to showcase chefs, artists, writers, musicians, film directors, and designers in what it calls a “laboratory of creativity.” Every day within a given week, the brand will feature an individual from each of these respective fields. The first will be Lee himself, followed by David White, who designed the sets for Bottega Veneta’s fall 2019 campaign.
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