Bottega Veneta to stage next show in Detroit

By

Jennifer Braun

Published
Jul 4, 2021

Bottega Veneta is bringing its spring 2022 collection to a runway in Detroit to showcase its third new-format show, 'Salon 03’, on October 21.

As the Italian brand defies the traditional fashion week calendar, Bottega Veneta’s creative director Daniel Lee has been staging alternative shows in unexpected fashion. He staged 'Salon 01' in a top-secret show in London last fall. 

Likewise, this April it announced that it had staged a secret show in Berlin nightclub Berghain. Photos have not yet been released. Now, 'Salon 03’ is expected to be similar to its other salon presentations, which put an experiential twist on the traditional fashion show format.

Bottega Veneta, which is owned by the French luxury conglomerate Kering, did not specify why it chose the surprising city of Detroit to host its next show, but the U.S. is proving to be a target market for the brand. Bottega Veneta recently opened a pop-up shop in Brooklyn, New York’s Williamsburg neighborhood. The loosening of Covid-19 restrictions, compared to Europe, may also be a reason for the location choice. 

While Bottega Veneta has decided to ditch the traditional fashion calendar and show off-schedule, the brand has also withdrawn from social media, erasing its accounts on Instagram and Facebook. As a way to continue to excite and engage consumers around its collection, it launched a quarterly digital journal in March.