Bottega Veneta has launched a new campaign titled "Craft is Our Language" to celebrate 50 years of its signature Intrecciato weave. The campaign, photographed by Jack Davison and choreographed by Lenio Kaklea, features a diverse group of talents including actor Julianne Moore, writer Zadie Smith, producer Jack Antonoff, tennis star Lorenzo Musetti, actor Lauren Hutton, former design director Edward Buchanan, sculptor Barbara Chase-Riboud, actor Terrance Lau, and performer Thanaerng. It includes short films and a forthcoming book inspired by Bruno Munari's 1963 publication, cataloguing 50 gestures that embody the brand's craftsmanship.
The campaign matters because it reframes luxury fashion's relationship with craft, positioning the handmade Intrecciato weave not merely as heritage but as an artistic practice. In an era of automation, it elevates tactile eloquence and the human hand as a storyteller, bridging fashion with visual art, sculpture, and philosophy. The involvement of prominent visual artists and cultural figures underscores the growing convergence between fashion and the art world, making this a significant cultural statement beyond commerce.