Luxury Gene

2010 the autumn and winter fashion ads quickly spread along with the September of the reloaded edition. In a series of dazzling advertisements, the advertisement of Bottega Veneta (Chinese name Po Ti Jia, hereinafter referred to as BV) grabbed my eyes.

This group of black and white ads, jumping, twisting, and tilting in the form of dancers, a picture of men and women looking back, conveys the desire for dreams and dreams outside the fashion. Most of the faces of the models have disappeared, leaving only the body and the fashion that distorts the flow.

The strong artistic sense of the screen is not groundless. If you don't have the brand name pressed on the picture and suddenly throw out the bright bag of the picture, you will think that it is a group of photographic works.

In fact, it is indeed the famous American artist Robert Longo (Robert Fanco) who has filmed her new work for BV. Robert took his early fame as inspiration and pformed pencil painting into photography. The theme remains Men in the Cities ("city man").

Robert Fanco was born in 1953 in New York, Broolyn. In the 80s of last century, the "urban Chinese" series became famous. It showed the distorted feelings of urban men and women.

Although Lang Ge is a study of sculpture, painting is still his favorite form of expression. In his paintings, he can see the style of sculpture.

The "city man" series of pencil drawings shows some friends of the artist Lang Lang, including Cindy Sherman, who participated in the film "the American psychotic".

So when the BV 2010/2011 autumn and winter advertising campaign started online, only the "discerning eyes" who knew the history of art could know that Thomas Mayer, the creative director of BV (Tomas Maier), had returned to the source of these photos.

Lang told W Magazine how Maier asked to cooperate with him. "What did he say?" he said, "we are not here to take advantage of you. We want to hire you". "When they say 'hello', I will."

This is due to Thomas Mayer's artistic appreciation. He was born in Germany with Lang Ge. He served as a designer for men's clothing for 8 years in Sonia Rykiel, and then served as director of creative director in Revillon for 4 years.

The 9 year career of women designer in Herm s laid the foundation for him to be the creative director of BV.

In 2001, Thomas Mayer joined BV. He not only made BV a surpass of Eve, Saint Laurent, and Paris, but also sat on the second Denver of the Gucci group. The old and low-key tradition of BV was no harm whatsoever.

Insiders give him the elegant name "Tom Ford in the heart of a wise man".

The latest poll conducted in New York shows that Bottega Veneta has even surpassed Herm s and Armani as the first luxury brand in the eyes of people.

From then on, Thomas Mayer began to inject BV into the art gene.

Before he arrived, BV's logo was still everywhere, and logo could be found on the collar of the garment and the metal clasp on the handbag.

Thomas's first fire was to cancel all logo.

"First class material + manual + artistry" is the key element we give to every product, especially hand-made, making it different from many luxuries, so it doesn't need logo to be different.

In addition to following the brand style in product design, Thomas Mayer pays much attention to every season's commercials.

For him, shooting advertisements is not just looking for several beautiful models, wearing the main costume of the season, and setting up some provocative pose.

The list of photographers he worked with has a long list, such as Philip-Lorca diCorcia, Larry Sultan, Tina Barney, Nan Goldin, etc. most of them are non fashion photographers, and have made innovations in various fields.

"Creative collaboration is the core of the Bottega Veneta project," Maier said. He will display his past activity files website called "the gallery function as our best project".

In this gallery, which is accessible all over the world, I can enjoy the advertisement works of BV in the past years.

For most fashion brands, advertising in each season is faster than its products. Who makes fashion fashionable and new?

I like BV 2010 spring and summer ad series very much.

Photographed by talented artist and documentary photographer Goldin.

In the past forty years, this female photographer has always been influential. Her autobiographical works are intimately felt, and can often affect emotions and gripping people.

She described her early work as "a snapshot of artistic beauty", capturing instant expressions, friends and memories.

Although the subject matter has changed repeatedly, she is still interested in themes of love, friendship, sex and men and women.

The BV2010 spring summer series is a journey of self individuality.

Maier explained: "the 2010 spring and summer series can be understood as a very personal cooperation plan between a woman and the clothes she wears.

Nan's work is very personal, and it can highlight personal characteristics sincerely and uniquely.

I like her works very much. She can inject different colors and compositions into pictures, while retaining the artistic temperament of the photographers.

Sure enough, 2010 spring and summer ads are just like oil paintings. The background is in an old apartment. The natural light coming through the windows is integrated with the light set by the photographer. The story is about a certain kind of communication between men and women.

2009 spring and summer advertisements are like scenes in a movie. The hero and the heroine are in the dark. The photographer Larry Sultan is a famous concept photographer in the 70s of last century. He died of cancer at the end of 2009.

The photographer Steven Meisel, who photographed 2009 autumn and winter advertisements for BV, is a mainstream fashion photographer in the minority. But he also abandoned everyday practice. Instead of using the famous model, exposed body and eye-catching goods, he followed the tradition of BV, chose an artistic background, and tried to tell stories in pictures.

Maier praised Steven Meisel, "he is like a director who integrates the story into the picture.

He is also a good partner. He knows how to work with models and inspire creativity.

As for the beauty I pursue, it is clear, sharp, accurate and rich.

These pictures are like narrating stories, expressing their character, intelligence and courage through costumes.

Speaking of the understanding of luxury brands, Thomas Mayer, the creative director, replied that a real luxury brand is comfortable when you wear it, and can be used maximized in daily life without any inconvenience or discomfort.

It comes to your hands for the first time and makes you love it. After 5 years, it is still not outdated, still can be used, and make you more like it.

Real luxury should mean a value beyond time.

This is different from the trend. The general trend is to imitate each other and then become obsolete. So BV doesn't use the word trendy (fashionable) to describe itself. What we want to do is timeless.