Bottega Veneta is pleased to announce that Pieter Hugo has photographed the brand’s Spring-Summer 2014 advertising campaign. The campaign, which was photographed on location in New Jersey features both the women’s and men’s collections and is the latest in Bottega Veneta’s ongoing series of creative collaborations featuring the talents of acclaimed artists.
The Spring-Summer collection is an exploration of the possibilities of material and proportion. The women’s palette is split between intense darks – including black, navy, espresso and a dusty shade of salmon – and pale neutrals. Of special note this season is a fabric created by Bottega Veneta, woven of nearly equal parts cotton and ramie, resulting in a material with a crinkled appearance and unusual hand. At times, embroidery and swatching is also used to create a multi-dimensional effect. Completing the silhouette are top-handled frame bags and a slingback sandal with a pointed, squared-off tip.
For men this season, the new silhouette juxtaposes a full top – emphasized by a sloped shoulder and generous sleeve – with a narrow pant that is slim from the hip down. The palette comprises both refined neutrals and saturated colors, along with patterns in the form of checks, broken checks, and windowpane checks. Overall the effect is clean, fresh and precise.
Pieter Hugo is a South African photographer whose work is both pointedly socio-political and deeply personal. Through portraiture, domestic interiors, landscapes and still-lifes Hugo explores the complex and troubled relationship between the races in his home country, as well as his own, sometimes uncomfortable position in the society. At times mournful, at times confrontational, his portraits are always suffused with grace and humanity, and have an odd and lingering power. Hugo’s work is held in the permanent collections of The Metropolitan Museum of Art, Museum of Modern Art, J. Paul Getty Museum, San Francisco Museum of Modern Art, and London’s Victoria and Albert Museum, among others.
“I am a great admirer of Pieter’s portraits, which have an undeniable beauty, yet do not shy from challenging the viewer,” says Bottega Veneta Creative Director Tomas Maier. “Pieter is also a master at framing his subjects in their environments in a most poetic way. So I was interested to see how he would be able to translate his approach to image-making for our collection. I am pleased to say I am very happy with the result.”
Hugo joins a long list of renowned artists who have contributed to the creation of Bottega Veneta’s advertising portfolio. Previous collaborations include David Armstrong, Ralph Gibson, Peter Lindbergh, Collier Schorr, Erwin Olaf, Jack Pierson, Mona Kuhn, Robert Polidori, Alex Prager, Robert Longo, Nan Goldin, Steven Meisel, Larry Sultan, Todd Eberle, Nick Knight, Sam Taylor-Wood, Annie Leibovitz, Tina Barney, Lord Snowdon, Stephen Shore and Philip-Lorca diCorcia. Bottega Veneta’s Spring-Summer 2014 advertising campaign will debut in February issues of select magazines globally.
A video documenting the photo shoot will be added in February to the Art of Collaboration video series at bottegaveneta.com