Undoubtedly, the word of the year 2022 will be “sobriety”, a term at the antithesis of the latest luxury trends: the economic successes of groups and houses at the end of the first half of the year demonstrate that the he industry is one of the rare enchanted parentheses in a world in depression.
Some houses are exceptions, in the first place Bottega Venetawhose artistic direction was taken over a few months ago by Matthieu Blazy after the violent departure of Daniel Lee (who is announced at Burberry to take over from Riccardo Tisci).
Blazy’s work is remarkable, all in humility and respect for the craftsmanship of the Milanese house.
Evidenced by a collective campaign, but of great coherence where radiates a unique brand personality that favors complicity over glitter, naturalism over excess, the use of brutalism to magnify know-how and finally uses movement to better decode the secrets of the intimate.
It’s a refreshing luxury sure of its strength, humble and discreet coming out of its bubble, in line with the new society of sobriety… provided you don’t buy ten “Kalimero” bags at the same time.