Bottega Veneta

Jun 2024

For its 2024 campaign, Portraits of Fatherhood, luxury fashion house Bottega Veneta shifts away from traditional high-octane branding to explore the quiet, human dimensions of domestic intimacy. Under the creative direction of Matthieu Blazy, the project leans into a raw and authentic aesthetic, stripping away color to focus on the textures of life and legacy. Renowned photographer Carrie Mae Weems captures A$AP Rocky alongside his children in a series of striking black and white portraits that bypass the typical artifice of fashion advertising in favor of genuine familial connection. The campaign utilizes natural light and a mix of studio strobe techniques to highlight the delicate interplay between leather craftsmanship and the vulnerability of parenting. Whether staged in a modern studio or within candid domestic settings, the work reads as a cinematic dialogue, where the brand name sits elegantly atop scenes of shared piano lessons or quiet moments on a velvet sofa. By emphasizing the tactile quality of knit sweaters and corduroy against the softness of a childs onesie, the series establishes a grounded narrative that is both personal and aspirational. This commercial editorial project serves as a sophisticated testament to fatherhood, proving that even within a luxury framework, the most profound statement is often found in the simplicity of an affectionate gesture or a shared, unhurried afternoon.