Bottega Veneta has launched ‘Craft is Our Language’, a campaign marking the 50th anniversary of its iconic leather weave, Intrecciato.
The initiative celebrates the brand’s craftsmanship and creative ethos, with a series of images and films highlighting the universal language of hand gestures.
Photographed by Jack Davison and choreographed by Lenio Kaklea, the campaign features artisans and artists collaborating across fields including art, film, fashion, literature, music and sport. Among those featured are singer-songwriter Jack Antonoff, director Dario Argento, designer Edward Buchanan, artist and sculptor Barbara Chase-Riboud, singer Neenah Cherry, filmmaker Dave Free, actress Lauren Hutton, and actress Julianne Moore. Notable sporting figures include tennis player Lorenzo Musetti. Bottega Veneta’s campaign also includes well-known personalities such as Shu Qi, Wrier Zadie Smith, and conductor Lorenzo Viotti.
The campaign highlights how the weaving of leather strips in Intrecciato is also a metaphor for interconnectedness and collaboration. The technique has been a part of Bottega Veneta’s identity since its founding in 1966, blending artisanal tradition with innovation.
Edward Buchanan, former Design Director of Bottega Veneta, and Lauren Hutton, who carried an Intrecciato clutch in the 1980 film American Gigolo, both contribute to the narrative. Buchanan was with the brand from 1995 to 2000, overseeing the introduction of its first Ready-to-Wear collection.
The campaign will also feature a book, to be published in September, that compiles a “dictionary” of 50 gestures representing the language, craft, and values of Bottega Veneta. The book draws inspiration from Bruno Munari’s 1963 handbook Supplemento al Dizionario Italiano and highlights the universal expression of hands.
The Intrecciato technique, first introduced in 1975, requires meticulous hand weaving of leather strips into a fettuccia pattern. This tradition draws from Veneto region’s leatherworking expertise and continues to evolve with innovative arrangements and high-quality materials.
