PHOTO COURTESY OF BOTTEGA VENETA
This year marks a major milestone for Bottega Veneta’s signature Intrecciato (pronounced in-treh-chiah-toh). To commemorate 50 years of the iconic weaving technique, the Italian house unveils 'Craft is Our Language'. The campaign celebrates handcraft, creativity and the expressive power of hand gestures as a universal language.
PHOTO COURTESY OF BOTTEGA VENETA
Through this lens, Intrecciato is reimagined not just as a method of making. It also serves as a metaphor, in which the weaving of leather strips becomes a symbol of connection and exchange. The campaign spotlights the collaborative spirit that has defined Bottega Veneta since its founding in 1966 by a collective of artisans.
PHOTO COURTESY OF BOTTEGA VENETA
Shot by Jack Davison and choreographed by Lenio Kaklea, the visual narrative unites artisans and a diverse cast of practitioners across art, film, literature, music and sports. Amongst them, select Asian celebrities whose standout contributions embody the campaign’s message. These include cinema icon Shu Qi, Japanese actress Rie Miyazawa, Stray Kids' I.N and Thai singer-actress Thanaerng.
Presented in both solo and paired compositions with artisans, the campaign’s short films highlight an exchange that transcends languages. It simultaneously explores the commonality of gestures and the role of hands in communicating and creating across cultures and practices.
Bottega Veneta’s 'Craft is Our Language' campaign will continue with a forthcoming book and second chapter this September. So stay tuned for more.
