Bottega Veneta and A$AP Rocky turn paparazzi images into new campaign

UTILISING the power of celebrity paparazzi images, Bottega Veneta and A$AP Rocky teamed up for the brand’s pre-Spring 2024 Readymade campaign.

When A$AP Rocky was initially captured in full looks from the Italian luxury house, no one knew that this was, in fact, a real Bottega Veneta campaign.

Taking to Instagram to share his thoughts on the campaign’s concept, Rocky said: “Throughout history, there has always been a funny relationship between photographers and celebrities. Even down to the rights and the usage of photos, and the tabloid hustle, there’s always seemed to be a disconnection between famous people and the photographers who follow & film them. While certain celebrities call paparazzi on themselves, other celebrities might get confrontational with photographers. While a very small few, such as myself, don’t mind, as long as they post the good angles, of course.”

By analysing the relationship between paparazzi and celebrities, it’s clear that the new campaign calls into question the invasive nature of paparazzi photos. By using the images in a high fashion context, Bottega Veneta has elevated the images from their usual tabloid context.

“Myself and the creative minds at Bottega Veneta thought it would be genius to bridge that gap and utilise my everyday lifestyle type of photos taken by candid photographers while I do my everyday thing. So this serves less as a campaign and more as a creative trifecta,” explained the renowned American rapper and producer.

by Sophie Richardson


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