Craft is the beating heart of Bottega Veneta. Take the brand’s Intrecciato weave, a specialist leather-making technique which sees stripes of supple leather expertly woven to create accessories and ready-to-wear.

During the Holidays, when most fashion brands send their products to influencers to create more brand visibility, Bottega Veneta handed over the spotlight to independent boutiques who make up Italy’s world-renowned culture of craftsmanship and keep ‘Made in Italy’ the staple of luxury.

Celebrating the concept of creative community is relevant for Bottega Veneta’s audience: an intriguing and informed character with many creative interests. Intelligent, sophisticated and empowered this audience responds to intrinsic brand values brought to the surface by palpable action.

Never displaying a logo on its products, Bottega Veneta needed its Holiday campaign to reflect the essence of the brand: Invisibility makes you the most visible.

As one of the most visible bottegas worldwide, Bottega Veneta wanted to put other bottegas in the spotlight.

The Bottega for Bottegas festive initiative supports and champions Italian artisanal talent across Italy by taking the spotlight from the Bottega Veneta products and shinning a light on the other small bottegas products thus letting people know that they can find the pinnacle of Italian craftsmanship in more than one bottega.

The festive period is the time of the year when luxury brands triple their sales. That’s when all eyes are searching for presents and all hands are willing to dig deep into pockets.

Luxury brands know this and that’s why the media and influencer push is huge during the holiday seasons. That’s why, Bottega Veneta did exactly the same. But instead of pushing for their own brand and products, it pushed for the products and names of 12 Italian small bottegas, pinnacles of Italian craft and worthy carriers of the ‘bottega’ name.

From one day to the other, Bottega Veneta changed its outdoors, the painted murals, the products in store and the website to promote small bottegas products. Even the gift packs sent to influencers were the products of these bottegas and everybody took notice and started talking about the small shops.

A cumulation of:

+94% brand visibility

+165% site visits

+ 79% sales

NOT FOR BOTTEGA VENETA.

But for all the small bottegas helped