This bright green hue, also known professionally as Kelly green, sits somewhere between parakeet and apple and is fashion’s current colour of choice. Since Bottega Veneta introduced it for its Fall 2019 collection, the color has become synonymous with luxury Italian house Bottega Veneta’s trademark codes and colours.
Bottega Green is a colour that has been dubbed as a trend. It has infiltrated many high-end versions, contemporary designers, and even luxury brand collections. Zara’s website has a lot of accessories that match the same tone. One strikingly similar version is the padded shoulder bag with a gold chain. It’s as easily recognisable now as a Louis Vuitton speedy, Balenciaga City bag, or a Chanel 2.55 bag. Zara’s design might have been modified with a different quilt stitch, but the resemblance between them is striking.
A new set code
Bottega Green’s response has been overwhelmingly popular with customers as well as the media. It has also been lucrative for the Milan-based Maison, where accessories account for nearly three quarters its revenue. Although the brand has expanded its range to include other products and categories, such as rubber puddle boots and leather outerwear, a soft 6,500 euro bathrobe coat, and various blouses, tops, and other blouses, it has not overstocked its offerings to maintain high demand and interest. The brand’s packaging was also updated with new tropical green boxes that house its accessories.
Daniel Lee, Creative Director, has created a new set codes that is a marketer and CEO’s dream to achieve high status and commercial fame so quickly. Givenchy, a brand owned by LVMH, has recently appointed new creative leads. This is a lesson from Bottega, who in three years went from a luxury brand to one of the most sought-after brands, and never needed a logo to market its products.
However, pop colours and highlighted details such as woven leather can be as easily perceived as a logo-rider as a written font. Gucci’s Double G logo with its triangle closure and padded intreccio skin is not more easily recognisable that Bottega’s, but Bottega has a padded leather interior with a triangle closure. Bottega Green is the same.
After hearing about Burberry’s new CEO, I thought it was possible that Daniel Lee would quickly leave Bottega Veneta. What would happen to the codes he had installed, which are closely linked to his appointment? This would likely make the colour green taste like sour grapes.