“Hello,” “nice to meet you,” “thank you,” and “I love you” — all universal sentiments that transcend culture and language. When words fail, hand gestures come into play. Look no further than a simple wave, an enthusiastic thumbs-up or finger hearts to convey how you feel. Instinctually embedded and learnt from pure observation, our hands have served us in ways that keep us connected.
As Bottega Veneta celebrates 50 years of its signature Intrecciato [pronounced in-treh-chah-toh] leather weave, a story of gestures comes alive, weaving hand and mind, artist and artisan, maker and wearer into a rich tapestry that is passed from palm to palm. Their latest campaign, Craft is our Language, carries the message that actions, in ways, speak louder and are more earnest than words.
Notorious for approaching their craft with no logos, how Bottega Veneta has remained endlessly alluring and recognisable has been through their iconic woven leather technique, envisioned across leather goods, ready-to-wear and more recently an array of tchotchkes. Tracing back to 1975, this defining expression of Bottega was built on the label’s pillars of craft and creativity, demanding hours, sometimes days of hand weaving thin leather strips around a wooden mould or into a leather base panel. From the hands of artisans whose skills originated from Bottega Veneta’s native Veneto region to the hands of the wearers all around the world, a nonverbal exchange was made in the language of craft.
In a series of stills, Bottega Veneta places its artisans and muses front and centre with their hands playing a vital role in channelling their expressions. All exceptional in their respective fields, the campaign features producer Jack Antonoff, actors Julianne Moore, Shu Qi and Tyler, the Creator among others in enigmatic, yet warm portraits. Dressed in Intrecciato leather, there is a tangible feeling of liberation — the feeling of being seen and heard, therefore connected with others when they express themselves with their body language and gestures.
I.N of Stray Kids, who was named Bottega Veneta’s latest brand ambassador in January, also stars in this campaign. Accompanied by the “I Love You” sign in ASL, he conveys a youthful charm that astutely reflects his identity as a bona fide boy band member. To follow will be a series of short films that explore the ability to connect across languages and cultures, where the commonality of hand gestures is explored between muses Lauren Hutton, Barbara Chase-Riboud, Thanaerng and Terrance Lau.
Like each strip of leather that is intricately woven into a larger tapestry, there is power in conveying meaning through simple gestures. Craft is our Language, demonstrating a handshake, a promise made: between the artists who designed the piece, the artisans who crafted it, the muses who imbue it with a sense of charm, before finally reaching the wearer who will touch, use and cherish these impeccably crafted leather goods.
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