NoWhich comes first: the look or the ad? A question that is difficult to answer today – at least after seeing the shots of the latest campaign Pre-Spring 2024 signed Bottega Veneta. Or, better said, by “his” paparazzi.
Yes, because the brand led by Matthieu Blazy to anticipate the next hot season, he decided to transform what, until proven otherwise, are only street style shots of sensational and highly designer outfits, worn by Kendall Jenner And A$AP Rockyin the official marketing advertising images that anticipate next spring.
From street style to advertising, the step is… Ready made
If the outfit is the same, the differences between the street style shots and the campaign shots are almost imperceptible. Ready to use: and in fact, not surprisingly, the title of the new Bottega Veneta Pre-Spring 2024 marketing adv is precisely Ready made. The underlying message is clear: off-duty images of celebsportrayed in their glittering everyday life, are no longer just a source of inspiration for dressing, but precious vehicles for their products.
Even away from the red carpet, photographed while they are busy carrying out their daily actions: a way to really reach everyone, and not just professionals.
Kendall Jenner and A$AP Rocky, unaware models (?)
So here is Kendall Jenner with the newspaper under his armthe already viral high boots Braided and the denim-like midi dress. But also his triumphal entrance in sequins at Kim Kardashian’s birthday party last October 2023.
Spot the differences: on the left, Kendall Jenner’s street style shot in October 2023, on the right, the ReadyMade campaign image (Photo: Getty Images/Bottega Veneta).
Born to pose
The list is almost endless: just think of how many times our Instagram feeds are invaded by this type of photographs. Stolen or cutlery? On the one hand they appear natural, but it is impossible not to think of the artifice, considering the commercial epilogue. Even more evident for the male part of the countrysideplayed by the rapper A$AP Rocky: the husband of Rihannaportrayed in Bottega Veneta clothes which only today we discover are the protagonists of the collection Resorts 2024with leather effect jeans, the bag Let’s go pink and the check blazer.
On the left, Asap Rocky in Bottega Veneta outfit for ReadyMade; on the right paparazzi with Rihanna in Los Angeles (Photo: Bottega Veneta/Getty Images).
The perfect outfit for dinner with your wife in Los Angeles, but also to present the brand’s new collection to the public in the guise of an unaware (?) model.
“Paparazzi” aesthetic, it’s a trend
Everything pre-packaged? What is certain is that the “paparazzi” aesthetic has never been so fashionable: just think of the latest show Balenciaga Fall 2024where the models mingle among the stars and parade around in chenille tracksuits, hotel slippers and a paper bag from the local shop.
But also to the last campaign Gucci Luggage signed by Sabato de Sarno, which he portrays Bad Bunny And Kendall Jenner At the airport: the shots not only seem spontaneous, but they served to convey, in addition to the bags Savoythe news of theirs alleged love story.
Increasingly viral and multitasking: the future of advertising?
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