Why has Bottega Veneta presented its summer 2022 collection in Detroit?


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It is not uncommon for a European fashion brand to present collections outside Milan or Paris. Chanel presented its Resort 2017 collection in Cuba. Dior presented its Cruise 2020 collection in Marrakech. And Louis Vuitton exhibited its summer 2021 collection in China. Sometimes it’s just an ostentatious and dull marketing medium, other times it’s a way to promote the brand in a specific region to increase sales.

Bottega Veneta is focused on growing the North American market, but instead of showing in New York or Los Angeles, Daniel Lee, the brand’s creative director, wanted to try something different and chose Detroit as the venue. her Spring / Summer 2022 collection. “I think it’s a lot more interesting to bring you here rather than showing in New York,” Lee told a group of reporters and editors after the show. “A lot of people don’t know what to expect and they haven’t come here. So I think it’s good to see and experience Detroit.

Lee first got to know Detroit about six years ago, when he unexpectedly had to spend a few days in the city on his way to Jamaica. Lee, a big fan of techno, fell in love with the rich culture of Detroit, which helped foster and create the musical genre, and linked to its history as a former center of automobile manufacturing. Lee grew up in an industrial area in the north of England and is fascinated with cars.

At first, hearing that Bottega Veneta was performing in Detroit was a bit unpleasant. The fashion industry tends to tap into subcultures, regions and people, exploit them, and then exploit them. But Lee took the opportunity to not only showcase his line, but also introduce guests to Detroit as a city teeming with creativity, a story that doesn’t always matter. He worked with Olu & Company, a Detroit-based public relations and marketing consultancy, to ensure that the city was properly integrated into the show experience and the Bottega Veneta Firehouse, a pop-up that opened. about a week ago in Corktown, Detroit and will take place until mid-January.

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