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A NATURAL TOUCH: Bottega Veneta has tapped South African photographer Pieter Hugo to shoot its men’s and women’s spring advertising campaigns. Hugo made a name for himself in the contemporary art business with his striking portraits documenting the contrasts of contemporary Africa. His works are included in the permanent collections of several international museums, such as the Metropolitan Museum of Art, the J. Paul Getty Museum, the San Francisco Museum of Modern Art and London’s Victoria and Albert Museum.
For Bottega Veneta, the photographer, in his first collaboration with a fashion brand, took a series of poetic, sophisticated images showing both a male and a female model wearing pieces from the brand’s lines. The images, which were shot in a wood in New Jersey, will appear in international magazines in February.
This story first appeared in the January 6, 2014 issue of WWD. Subscribe Today.
“I am a great admirer of Pieter’s portraits, which have an undeniable beauty, yet do not shy from challenging the viewer,” said Bottega Veneta creative director Tomas Maier. “Pieter was a natural choice for the campaign as he has the most unusual use and sense of color, and is also a master at framing his subjects in their environments in a most poetic way. So I was interested to see how he would be able to translate his approach to image-making for our collection.”