Bottega Veneta has launched an app ahead of Matthieu Blazy’s debut collection
Bottega Veneta said goodbye to social media last year opting instead for a digital magazine and grandiose campaigns on The Great Wall of China. While its Instagram account remains deleted, Bottega Veneta is dipping its toes back into the digital world with its first-ever app.
The app is as secretive as newly appointed creative director Matthieu Blazy’s upcoming collection. Thus far the app has four screens to click through; a pulsating screen with a poem, a countdown to the Milan Fashion Week show, an augmented reality experience in which users can surround themselves in a silver Bottega Veneta logo, and a settings page. Visuals are rapidly shown in a picture-in-picture format at the top of the screen, though barely visible unless you’re wearing powerful specs. The background acts as a green screen, projecting images onto users’ real-life surroundings.
The app will be updated daily and its full features unveiled before the show on 26 February. The app will also host a livestream of the show. The app is available to download for both iOS and Android devices.