Matthieu Blazy Is Obsessed About This Slogan By Bottega Veneta From The '70s

When your own initials are enough, do you really need all the added frills?

The "When your own initials are enough" tagline was first used in Bottega Veneta ads in 1978. Credit: Bottega Veneta

By Tatiyana Emylia, 4 Apr 2022

Bottega Veneta has never been one for ostentatious branding since its beginning as a leather goods house in 1966. And the Italian house's latest campaign is bringing the message home.

The brainchild of its newest creative director Matthieu Blazy (he made his debut just last month with his Fall/Winter 2022 show in Milan), it readopts an old advertising tagline to reinforce the brand's sans-logo image and focus on craftsmanship: When your own initials are enough.

The tagline first appeared in a 1978 campaign when Bottega Veneta was designed by the jet-setting and glamorous Laura Moltedo, the woman responsible for the red intrecciato-woven clutch carried by Lauren Hutton in the film American Gigolo (1980) that would go on to achieve cult status — but the tagline was never used throughout Daniel Lee's time at the helm of the brand.

Taking cues from Bottega Veneta's heritage of stealth luxury, Blazy's campaign focuses on a still life image of a contemporary interpretation of the intrecciato weave: the Padded Cassette. The pillowy shoulder bag was introduced by his predecessor Daniel Lee and spotted on celebrities who attended Blazy's freshman show at the house.

Ahead, we'll let the photos from the occassion do the talking.