Bottega Veneta commemorates the 50th anniversary of its iconic Intrecciato leather weave with a new compelling campaign titled 'Craft is our Language'. This initiative, brought to life through the lens of photographer Jack Davison and the choreographic vision of Lenio Kaklea, serves as a profound celebration of Bottega Veneta's dedication to handcraft and creativity. Moreover, it explores the broader significance of hand gestures as a universal form of communication that transcends cultural and linguistic barriers.

The campaign thoughtfully reinterprets Intrecciato, presenting it not merely as a meticulous manufacturing technique but as a potent metaphor. The intricate weaving of leather strips, a hallmark of the House, symbolizes interconnectedness, the spirit of exchange, and the collaborative ethos that has been central to Bottega Veneta's identity. In line with this vision, 'Craft is our Language' captures a range of hand gestures: those that specifically represent Intrecciato and those that are universally recognized, connecting individuals across diverse generations, cultures, backgrounds, and contexts.

'Craft is our Language' unfolds through a series of evocative still images and films. These visuals feature Bottega Veneta's own skilled artisans alongside a distinguished roster of practitioners from various creative disciplines, including art, film, fashion, literature, music, and sports. The esteemed individuals participating in the campaign include singer-songwriter and record producer Jack Antonoff, director Dario Argento, designer Edward Buchanan, artist and sculptor Barbara Chase-Riboud, singer-songwriter Neneh Cherry, filmmaker and creative Dave Free, model and actress Lauren Hutton, singer I.N, actor Troy Kotsur, actress Vicky Krieps, actor Terrance Lau, actress Rie Miyazawa, actress Julianne Moore, tennis player Lorenzo Musetti, actress Shu Qi, writer Zadie Smith, singer-actress Thanaerng, recording artist and producer Tyler Okonma, and conductor Lorenzo Viotti.

Presented through both individual and paired compositions, the campaign cultivates a rich dialogue between the maker and the wearer, the artist and the artisan, and the hand and the mind. This interactive narrative is further deepened in the campaign’s short films, where Bottega Veneta artisans are depicted in conversation with notable figures such as Barbara Chase-Riboud, Lauren Hutton, Thanaerng, and Terrance Lau. These exchanges, occurring across different languages, delve into the commonality of gestures and underscore the fundamental role of hands in communication and creation across diverse cultural practices.

Ultimately, 'Craft is our Language' seeks to honor the intrinsic connection between the artist and the artisan, often distinguished in Western discourse. The campaign highlights their shared etymological origin from the Latin word 'ars,' meaning “art, skill, craft.” By doing so, Bottega Veneta underscores the profound unity in all forms of skilled creation and the expressive power of human hands.