For its Spring/Summer 2014 campaign, Bottega Veneta’s Creative Director, Tomas Maier, tapped South African photographer Pieter Hugo, who is well-known for his socio-political and personal take on portraiture, domestic interiors, landscapes and still-life. Hugo’s work is held in the permanent collections of The Metropolitan Museum of Art in New York, and London’s Victoria and Albert Museum, among others.
“Pieter was a natural choice for the campaign as he has the most unusual use and sense of color, and is also a master at framing his subjects in their environments in a most poetic way,” explained Maier, referring to the autumnal landscapes featured in Hugo’s one-and-a-half minute film. “So I was interested to see how he would be able to translate his approach to image-making for our collection.”
The campaign, which was photographed in New Jersey, features both the women’s and men’s collections and is the latest in Bottega Veneta’s ongoing series with acclaimed photographers, called The Art of Collaboration. Previous collaborates include photographers such as Peter Lindbergh, Erwin Olaf, Jack Pierson, Nan Goldin, Steven Meisel, Nick Knight, and Annie Leibovitz, amongst others.
This season’s film depicts the brand’s Spring 2014 collection in a refined, yet unpretentious way, focusing on merging the sober color palette and expressive volumes of the collection with the natural surroundings of the location.
Since 2001, Bottega Veneta has been owned by luxury group Kering.