Why Is Bottega Veneta Removing Its Products and Logos From Stores?

Bottega's reputation era

is doing things quite differently — and it involves removing virtually all of its products and logos from its stores.

If that seems at odds with the entire focus of an important selling period, Bottega Veneta is making it clear that they want to give back this season. The Milan-based company wants to support the country's local"bottegas" that embody the best of Italian creativity and who may not have the kind of platform the brand enjoys.

As such, they are spotlighting the work of 12 different Italian shops this holiday season by featuring and promoting their produce in Bottega Veneta's IRL Milan advertising spaces, website, newsletters, store shelves and windows . Yes, the brand is replacing its actual clothes and accessories with things like Pasta from Pastificio Martelli, ceramics from Enza Fasano and olive oil from Olio Vanini.

The company plans to make this project an annual thing and give visibility to more bottegas. See the video, below, for a closer look at the new initiative.

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