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Bottega Veneta’s “Salon 02” show at Berghain

If you squint it’s just another day Berghain: It’s too cool for school spectators to rush in, don’t know dawn or afternoon, photos aren’t allowed, and ah, you may not be able to enter.But while it may look like it, this is not another vendor of Berlin’s famous hedonist nightclubs Bottega Venetaof Salon 02 presentation.

Yesterday, casts of fashion characters such as Virgil Abrow, Skepta, Burna Boy, Slowthai and Honey Dijon quietly landed in the iconic club to see Bottega Veneta’s latest collection. Mid-April? Like other brands owned by Kering, Gucci and Saint Laurent, Bottega Veneta recently abolished the Fashion Week calendar and replaced traditional shows with unscheduled hands-on events.

Last fall, the brand launched the 2021 Spring / Summer collection (called “Salon 01”). Top secret screening In London. But this wasn’t even Bottega’s most radical pandemic move. Did you know that you might have cut your bangs while stirring at home or starting a juice diet?Well, Bottega Veneta did something bold when it * gasped * Removed social media The end of last year.

François Henripino, the owner of Kering, WWD,”nice to meet you [Bottega Veneta’s] Digital communication strategies, it never disappears from social networks-it just uses them differently. Rely on more by letting ambassadors and fans talk about the brand, not the brand itself, along with positioning, and by providing the resources needed to talk about the brand through various social networks. I decided. “alias, Why are you talking for ourselves when we are going to talk about us anyway?

But what if a brand with no social media presence merges with Berlin’s iconic club, which is famous for not allowing cameras? Well, that’s the thing: we don’t know. No images of the event or (estimated) collection have been published. All we have is these paparazzi shots of cool kids in fashion wandering around Berghain.

Bottega Veneta’s “Salon 02” show at Berghain

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