Bottega Veneta released “Craft is Our Language” in May 2025, celebrating the 50th anniversary of its iconic Intrecciato leather weave. Image credit: Bottega Veneta
In 2025, luxury brands navigated a landscape defined less by records and more by recalibration.
The personal luxury goods market’s continued recovery remained slower than projected in main global regions, including the U.S. and China. Tightened discretionary spending accelerated the polarization between top buyers and aspirational consumers.
Stagnant macroeconomic conditions forced marketers to justify the relevance of their maisons beyond traditional status signaling, resulting in the release of fewer campaigns with higher impact. From product anniversaries to relaunched archival designs and origin stories that unfolded over the holiday season, heritage remained at the core of many campaigns and approaches to storytelling prioritized quality over quantity.
Luxury fashion houses invested in AI and A-list celebrity ambassadorships, as well as sports partnerships, immersive events and collaborations with major figures in art and film. Online resale channels proliferated as luxury shifted its focus towards India and the Middle East, upgrading in-store experiences with boutique openings and refreshed design concepts.
High-end automotive brands highlighted innovation and excellence alongside EVs. Legacy hospitality names emphasized wellness. Watchmakers leaned into provenance and, across industries, immersive experiences were a recurring theme.
As the new year begins, Luxury Daily is spotlighting the campaigns, activations and strategic initiatives that dominated 2025. Together, these efforts reveal how luxury brands responded to change by sharpening their identities and reasserting their value, setting new benchmarks for the year ahead.
“Craft is Our Language” from Bottega Veneta marks reset Last May, Italian fashion house Bottega Veneta launched “Craft is our Language,” a campaign celebrating 50 years of the maison’s iconic Intrecciato leather weave.
Photographed and directed by London-based creative Jack Davison, Bottega Veneta presented a series of black-and-white portraits depicting stars such as American actress Julianne Moore, Italian tennis player Lorenzo Musetti and Taiwanese actress Shu Qi.
The initiative featured a video choreographed by Paris-based dancer Lenio Kaklea, which showcased hand gestures and universal movements mimicking the interlacing of leather, emphasizing the physical act of creation and uplifting themes of togetherness.
“Craft is our Language” celebrates the 50th anniversary of the Intrecciato leather weave
Visual cues recalled Milanese artist and designer Bruno Munari’s 1963 handbook of Italian gestures, Supplemento al Dizionario. “Craft is our Language”alsoexplored the shared etymological root of the words “artist” and “artisan” — both terms are derived from the Latin “ars,” meaning art, skill and craft.
Beyond notable personalities, the campaign also features Bottega Veneta artisans, past and present: American fashion designer Edward Buchanan, the first design director to take the reins at Bottega Veneta, makes an appearance.
More than a commemorative exercise, “Craft is Our Language” signaled a cultural recalibration, presenting the house’s Intrecciato not simply as a signature technique, but as a living language that connects generations. The campaign aligns with a broader shift in luxury toward heritage-led storytelling; brands are increasingly turning inward and letting craftsmanship shine.
Read more on the “Craft is Our Language” campaign from Bottega Veneta here.
Bottega Veneta released “Craft is Our Language” in May 2025, celebrating the 50th anniversary of its iconic Intrecciato leather weave. Image credit: Bottega Veneta 
