Bottega Veneta’s garish advertisement has appeared on the Great Wall of China in an apparent celebration of the Lunar New Year.
The brand’s logo appeared on top of the Great Wall of China all in shades of green and orange – the colours of the brand and of luck in China. Somehow this is in celebration of Lunar New Year but to make sure there was no confusion, a short “Happy New Year” appears in Mandarin on the screen from time to time.
On its own this installation (advertisement) would be considered tacky or gaudy but, seemingly sensing backlash coming on, Bottega Veneta pledged a donation to the restoration of the Shenhai Pass. This is one of the major passes on the Wall.
But overall, this ad hasn’t been received very well at all. The comments on WWD’s Instagram post are largely negative. One user commented, “Are we putting designer labels on the 7 wonders of the world? If so, I’d like a ticket out of this planet.”
Another said, “This is hideous. How are we OK with slapping branding on the most sacred and ancient things we have? 😢”
Bottega Veneta are also dropping a Lunar New Year capsule collection that includes a tiger-striped version of their Cassette bag. At least that has more to do with the Year of the Tiger.
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