Bottega Veneta Launches Cruise 2011/2012 Advertising Campaign
The Art of Collaboration with Mona Kuhn
Bottega Veneta is pleased to announce that photographer Mona Kuhn has shot the brand’s Cruise 2011/2012 advertising campaign. The campaign, which features both the women’s and men’s ready-to-wear collections, was shot on location in May of 2011, on the roof of the New Museum in New York City. It is the latest in Bottega Veneta’s one-of-a-kind creative collaborations featuring the talents of outstanding artists.
The Cruise 2011/2012 collection is weightless, effortless, and urbane. The palette contrasts brilliant, saturated colors such as sunset, fire, shock and turquoise, with muted, refined neutrals including plaster, silt, dakar, and espresso. A breezy, sun-drenched sensibility characterizes the clothing and accessories, balanced by sophisticated structure. Fabrics including cotton and linen gabardines to light silk, layered chiffons, cashmeres, fine woolens, various ultra-soft and washed leathers and newly developed Japanese polyesters are soft and luxurious, both functional and pleasant to wear from day to night. Accessories are colorful and polished-looking, the soft leathers given gentle shape by means of innovative construction techniques.
Mona Kuhn is regarded as one of the most significant artists working in contemporary photography today. Born in Sao Paolo, of German descent, she is now based in Los Angeles. Kuhn is best known for her large-scale, dream-like photographs of nudes. She has described her work as redefining ways of looking at the body, and indeed her nudes often reference classical themes, always with a light and insightful touch. Her work has been exhibited and/or included in the collections of the Los Angeles County Museum of Art, the Museum of Photographic Art in San Diego, the Leopold Museum in Vienna, the Royal Academy of Art in London, and Schwarz Fine and Contemporary Art in Berlin, among other prestigious institutions. Her fifth monograph, titled Bordeaux Series (Steidl), was published in September, 2011.
Kuhn’s approach to her photography is unusual in that she usually develops close relationships with her subjects, resulting in images of remarkable naturalness and intimacy. It was this closeness and unforced sensuality that led Bottega Veneta Creative Director Tomas Maier to approach her for the Cruise 2011/2012 collection. “I wanted to express a closeness in this campaign, the kind of intimacy that is at the heart of Mona’s images,” he explains. “In addition, her precise approach to light and color, and the freshness of her images, are well suited to the mood of the season. I’m very pleased with the images that resulted from our work together.”
A video documenting the photo shoot will be added November to the Art of Collaboration video series at bottegaveneta.com.
Mona Kuhn joins a long list of renowned artists who have contributed to the creation of Bottega Veneta’s advertising portfolio. Previous collaborations include Robert Polidori (Fall 2011), Alex Prager (Spring 2011), Robert Longo (Fall 2010), Nan Goldin (Spring 2010), Steven Meisel (Fall 2009), Larry Sultan (Spring 2009), Todd Eberle (Cruise 2009), Nick Knight (Fall 2008), Sam Taylor-Wood (Spring 2008), Annie Leibovitz (Fall 2007), Tina Barney (Spring 2007), Lord Snowdon (Fall 2006), Stephen Shore (Spring 2006) and Philip-Lorca diCorcia (Fall 2005). Bottega Veneta’s Cruise 2011-2012 advertising campaign will debut in the December issues of select magazines globally.