Italian luxury house Bottega Veneta has unveiled a new campaign titled “Craft is our Language,” commemorating the 50th anniversary of its iconic leather weaving technique, Intrecciato. The initiative brings together a global cast of renowned creatives from diverse fields.
The campaign was photographed by Jack Davison, known for his atmospheric portraiture, and choreographed by Lenio Kaklea, who brings a sense of movement and connection through subtle hand gestures and composed visuals. The resulting images highlight the poetic symbolism of Intrecciato as a motif of human connection and craftsmanship.
The cast includes leading names across music, film, fashion, literature, art, and sports. Among them are musician Tyler, The Creator, producer Jack Antonoff, actress Rie Miyazawa, Julianne Moore, model and actress Lauren Hutton, filmmaker Dario Argento, designer Edward Buchanan, author Zadie Smith, I.N of K-pop group Stray Kids, and tennis player Lorenzo Musetti—together forming a multigenerational, multidisciplinary ensemble.
Notably, Edward Buchanan returns to the spotlight through this campaign. He served as Bottega Veneta’s design director for ready-to-wear from 1995 to 2000 and was responsible for launching the house’s first apparel collection. Meanwhile, Lauren Hutton’s use of an Intrecciato clutch in the 1980 film American Gigolo became a pivotal pop-cultural moment, introducing the brand’s quiet elegance to a wider audience.
Intrecciato is Bottega Veneta’s original leather weaving technique, born in the brand’s atelier in 1975. The method involves meticulously hand-weaving thinly cut leather strips, known as fettucce, diagonally across a leather base or wooden mold. This intricate process can take hours—or even days—to complete, requiring exceptional patience and precision. Rooted in the artisanal traditions of Italy’s Veneto region, Intrecciato fuses refined minimalism with functionality. It serves as a visual and tactile signature of the brand’s identity—one that forgoes logos in favor of craftsmanship as the ultimate expression of authenticity. Though the house has evolved under different creative directions, the Intrecciato weave has continuously adapted through new interpretations in color, scale, and material, weaving an ongoing dialogue between heritage and innovation.
More than a retrospective, the 50th anniversary project marks the beginning of a new chapter—a creative journey into the future. In September 2025, Bottega Veneta will publish a commemorative book that expands upon the philosophy behind “Craft is our Language.” The book will present 50 gestures as visual metaphors for the brand’s values, aesthetic principles, and approach to craftsmanship, reimagining hand movements as a universal language.
Alongside the book, the project will include a new series of visuals and short films, continuing the campaign’s evolution. This anniversary initiative transcends generations, cultures, and disciplines, offering an ever-deepening narrative about craft as a timeless and collective human expression.
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