Bottega Veneta

Jan 2025

Bottega Veneta marks the Lunar New Year 2025 with a campaign that masterfully blends high-fashion sophistication with the intimate, fleeting moments of urban celebration. Captured through the lens of director and photographer Wing Shya, the imagery serves as a visual ode to connection, set against the evocative backdrop of a bustling, nocturnal cityscape. Under the creative direction of Matthieu Blazy, the campaign eschews traditional festive tropes in favor of a cinematic, live-action technique that leans into moody, low-key lighting and rich, chiaroscuro effects. Across a series of vignettes, including images of models like Yo Yang, Shu Qi, and Fan Wei, the collection of photographs captures everything from the quiet contemplation of a group gaze to the candid spark of a lit firework. The interplay of natural light and warm, ambient city glow creates an editorial atmosphere, where the tactile quality of herringbone coats and woven leather accessories feels both grounded and aspirational. By integrating clean, serif typography directly into the composition, the work maintains a minimalist rigor even while embracing the vibrant energy of the holiday. This project exemplifies how luxury fashion houses can utilize atmospheric storytelling to build brand narrative, prioritizing human connection and architectural framing over mere product placement to create a resonant, contemporary portrait of celebration.

Commercial, Cinematic

Live-action Technique

Luxury Fashion Houses, Fashion