Bottega Veneta's Creative Director Reveal This Key Difference In RM Compared To Other Idols, Making Them Choose Him As Ambassador
Alongside Hermés, Loro Piana, The Row... Bottega Veneta is often cited as a quintessential representative of quiet luxury, where refinement, quality, and artistry in every product are the true measures of prestige. Notably, Bottega Veneta seems to be the most "low-key" brand on social media among them.
Before RM, the brand had never appointed any celebrity as an ambassador, nor did it flaunt logos or focus on brand promotion through flashy PR campaigns. However, this approach also limited its popularity amoung younger customers or in the Asian market—a rich source of potential clientele.
Yet, in just the first half of 2024, after appointing Namjoon as its first and only global ambassador, retail sales at Bottega Veneta's directly operated stores increased by 8% compared to the same period the previous year. In the Asia-Pacific region, Bottega Veneta still has significant room for growth, and its brand image has been greatly enhanced.
Before RM, the brand had never appointed any celebrity as an ambassador, nor did it flaunt logos or focus on brand promotion through flashy PR campaigns. However, this approach also limited its popularity amoung younger customers or in the Asian market—a rich source of potential clientele.
Yet, in just the first half of 2024, after appointing Namjoon as its first and only global ambassador, retail sales at Bottega Veneta's directly operated stores increased by 8% compared to the same period the previous year. In the Asia-Pacific region, Bottega Veneta still has significant room for growth, and its brand image has been greatly enhanced.
The collaboration with the BTS leader opened a new chapter for the brand and also highlighted the strategic thinking of its leadership. As with any first step, they needed to carefully select an ambassador who perfectly aligned with the brand's philosophy and prestige.
There is one standout quality in Namjoon that made Bottega Veneta's creative director immediately target him for this role instead of other idols: a genuine interest in art.
In an exclusive interview with SPUR Japan, creative director Matthieu Blazy highlighted the key to collaborating with the BTS superstar: "Everyone knows about BTS, right? In my case, I became interested in Namjoon's interesting perspective on art after reading an interview with him in the New York Times. After speaking to him on the phone a few times, I invited him to a show and suggested that we should do something together. Backstage, he showed a lot of interest in the venue and sculptures, so we talked about that. He is a superstar, and I'm in the world of fashion, but we had common interests in art, culture, and travel. It felt like two people who wanted to meet each other finally got to meet. It was like we could deepen our friendship beyond work."
There is one standout quality in Namjoon that made Bottega Veneta's creative director immediately target him for this role instead of other idols: a genuine interest in art.
In an exclusive interview with SPUR Japan, creative director Matthieu Blazy highlighted the key to collaborating with the BTS superstar: "Everyone knows about BTS, right? In my case, I became interested in Namjoon's interesting perspective on art after reading an interview with him in the New York Times. After speaking to him on the phone a few times, I invited him to a show and suggested that we should do something together. Backstage, he showed a lot of interest in the venue and sculptures, so we talked about that. He is a superstar, and I'm in the world of fashion, but we had common interests in art, culture, and travel. It felt like two people who wanted to meet each other finally got to meet. It was like we could deepen our friendship beyond work."
Matthieu himself studied art in art school, and his family is also closely connected to the field: his mother is an art and African culture historian, and his father is a specialist in primitive art. His designs for Bottega Veneta are deeply influenced by art.
Therefore, more than anyone, he demands that a brand ambassador possess a similar "artistic depth." And Namjoon was the perfect choice!
The BTS leader has long been known for his passionate engagement with art and his profound sensibility toward it. He frequently visits exhibitions and museums whenever he has free time. During his trips to Europe, Namjoon dedicated much of his time to visiting museums and galleries featuring renowned artists.
He also own an impressive collection of valuable artworks, some acquired through auctions. More importantly, beyond simply observing or collecting, Namjoon has philosophical perspectives on art, which he reflects back through his music and thinking. He is, in essence, a living work of art—a rare quality among idols.
Not only does Namjoon align perfectly with the brand's core values, but he has also proven he can enhance the brand's value, create positive impact, and expand Bottega Veneta's customer base through his campaigns and especially through his appearance at two Milan Fashion Week Shows. Each appearance generates massive media attention and global fan excitement.
Therefore, more than anyone, he demands that a brand ambassador possess a similar "artistic depth." And Namjoon was the perfect choice!
The BTS leader has long been known for his passionate engagement with art and his profound sensibility toward it. He frequently visits exhibitions and museums whenever he has free time. During his trips to Europe, Namjoon dedicated much of his time to visiting museums and galleries featuring renowned artists.
He also own an impressive collection of valuable artworks, some acquired through auctions. More importantly, beyond simply observing or collecting, Namjoon has philosophical perspectives on art, which he reflects back through his music and thinking. He is, in essence, a living work of art—a rare quality among idols.
Not only does Namjoon align perfectly with the brand's core values, but he has also proven he can enhance the brand's value, create positive impact, and expand Bottega Veneta's customer base through his campaigns and especially through his appearance at two Milan Fashion Week Shows. Each appearance generates massive media attention and global fan excitement.
Most recently, at the end of Septemner, he made a striking impression with an "old money" look—both modern and classic—in Bottega Veneta's new collection, paired with stylish black sunglasses, during the second fashion week of 2025. The moment he appeared, fans crowded around, and cheering loudly as camera flashes went off continuously.
On social meda, hashtags featuring his name and the brand dominated trending topics for hours. Posts about his appearance alse became hot topics on the fashion week homepage, while across platforms, fans couldn't stop discussing and sharing photos of him at the event.
ARMY's comments
1. I totally get it He led me down the rabbit hole. I heard "What's up, Stallion?" and I had to know whose voice that was, where he is from, and what his discography is. And the rest is history!
2. Matthieu accomplished many wonderful things at Bottega Veneta, and one of them was picking Namjoon as their brand ambassador. I hope they get to work together again. It's clear they are on the same wavelength!
3. When men who are on the same wavelength get together, they become buddies for a lifetime. I am so glad that they found each other, leading to this beautiful collaboration.
4. He is a well-educated, talented man who can also make fashion look comfortable.
5. Yes, he is much more than just an idol. True artists and connoisseurs understand art.
6. Perfect match! We get it!
7. It's a two-sided coun. Namjoon inspires with his creativity, yet celebrity can overshadow true talent. Balancing visibility with substance is the key!
8. I waited over 10 years; the white man did it in one week. OMG. Good for Namjoon. I'm so incredibly proud of him and hope for a great, respectful, friendship between them.
ARMY's comments
1. I totally get it He led me down the rabbit hole. I heard "What's up, Stallion?" and I had to know whose voice that was, where he is from, and what his discography is. And the rest is history!
2. Matthieu accomplished many wonderful things at Bottega Veneta, and one of them was picking Namjoon as their brand ambassador. I hope they get to work together again. It's clear they are on the same wavelength!
3. When men who are on the same wavelength get together, they become buddies for a lifetime. I am so glad that they found each other, leading to this beautiful collaboration.
4. He is a well-educated, talented man who can also make fashion look comfortable.
5. Yes, he is much more than just an idol. True artists and connoisseurs understand art.
6. Perfect match! We get it!
7. It's a two-sided coun. Namjoon inspires with his creativity, yet celebrity can overshadow true talent. Balancing visibility with substance is the key!
8. I waited over 10 years; the white man did it in one week. OMG. Good for Namjoon. I'm so incredibly proud of him and hope for a great, respectful, friendship between them.
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