You are known for using photographers
who have no experience in fashion. What
do they bring to the table that a fashion
photographer doesn’t? Is there something to
be said for having what is known as a
“Beginner’s Mind”?
I find it inspiring and surprising to see my
own work through the eyes of an artist,
regardless of their experience in fashion. There is
definitely something to be said for this concept,
which for us has helped achieve many beautiful
campaigns over the years.
When you look at the work of a photographer
who has never shot fashion before, such as
Nan Goldin, what is it that resonates with you
and lets you know they will work well with
Bottega Veneta?
We always try to think how a specific collection
could fit with a particular artists’ work, and find a
collaboration that makes sense for the artist and
the collection.
Nan Goldin’s work is intensely personal, with
a sincere and unusual focus on the individual.
I admired the formal beauty of her work, the
distinctive sense of color and composition she
brings to a photograph without ever seeming to
impose her aesthetic on her subject. She
created a beautiful advertising campaign for
Spring-Summer 2010.
Do you think fashion photographers are too
stifled playing by the rules of their own
industry?
I think the confidence that comes through
experience, and the challenges that build
reputation, eventually give any talented
photographer the chance to let their creativity
take the lead.
You trust in your photographers and offer
them a lot of creative freedom. Would you
say your role is that of a “positive enabler”?
Aside from the final product, what else do
you take away from a finished shoot?
We are there together, working through challenges
and solutions, in order to create something we are
both proud of, effectively merging the vision I have for
the collection with the work of the photographer. I try
to learn from every experience, good or bad.
What is your advice for an emerging fashion photographer?
My advice for any emerging young talent is to stick to
your beliefs and never give up.
In your opinion, what makes a great photograph?
I believe that art, in general, is very personal.