As you may know Matthieu Blazy has taken over from Daniel Lee as the new Creative Director of Bottega Veneta. This change at the helm, however, has not changed the approach of the Italian fashion house, which continues to surprise the public and insiders by creating constant and innovative connections with the art world.
In fact, to celebrate the upcoming Chinese Lunar New Year coming Tuesday, February 1st, Bottega Veneta presented yesterday evening, an unprecedented and grandiose installation created on one of the most famous and mammoth monuments ever built by man, the Great Wall of China.
An enormous maxi-screen installed on a portion of the Great Wall shows the name of the company alternating with a message of good wishes for the new year in Chinese characters in the classic Bottega green and tangerine. In Chinese culture, tangerine is already a color of good luck and will be the protagonist of a series of initiatives aimed at the Chinese market in conjunction with the upcoming celebrations for the Year of the Tiger.
On the sidelines of the initiative, Bottega Veneta has also committed to support the renovation of the famous “Shangai Pass”, also known as “First step under heaven” because of these words engraved on one of the entrance arches. Due to the lack of maintenance work, all that remains today is the Zhendong Gate and it is precisely for this reason that the Italian fashion house has decided to contribute to the maintenance of one of the most impressive and culturally relevant works of our planet.
This is not the first time that the Great Wall of China has “landed” in the world of fashion. In 2007, in fact, Fendi, under the creative direction of Karl Lagerfeld, transformed one of the 7 wonders of the world into a very long 80-meter catwalk where 88 models paraded – in Japanese tradition, the number 88 is propitiatory.
Below you can check out the video of the installation posted by Bottega Veneta on their Instagram account.
