The Kering Bottega Veneta brand is launching the new spring / summer 2021 advertising campaign ‘Salon 01’. The images reflect the personal style of Daniel Lee, creative director since 2018. The shots do without the model-influencers used by many luxury houses, preferring less mainstream faces. Kering brands are experimenting with different ways of presenting and communicating. From the episodic film created by Alessandro Michele and Gus Van Sant for Gucci to the scenographic parade in the desert of Saint Lauren to the Balenciaga videogame. Once again the Italian maison escapes the constant search for visibility pursued by many competitors in the luxury sector to the sound of capsule collections, testimonials from millions of followers, digital events also broadcast on the e-tailer platform. Bottega Veneta’s strategy goes against the current and aims to make itself desired by revealing little, telling itself through essential collections and images, conveyed without dance for teenagers on TikTok and doing without Instagram direct from millions of views.