Bottega Veneta launches the ‘Readymade’ Pre-Spring 2024 campaign, with A$AP Rocky and Kendall Jenner featured in ‘paparazzi style’ images.

The rapper is fresh off becoming PUMA x Formula 1’s new creative director. Note that the new father of son #2 knows the inside business strategies of PUMA, due to partner Rihanna’s longstanding FENTY X PUMA relationship.

The Bottega Veneta campaign was actually shot by paparazzi who license images through Getty Images and Backgrid. The stars are always pursued by street-style photographers, so Kendall Jenner and A$AP Rocky just dressed in the new Bottega Veneta Pre-Spring [Resort] collection and hit the streets — knowing that the images would go viral.

As for Jenner, she is seen walking her dog Pyro. Not wanting to sound like an uptown girl, Kendall writes on her IG: ME AND PYRO FOR #BOTTEGAVENETA ‘24.

Kendall and her very good friend Hailey Bieber took a pottery class this week. I know — but it made the headlines, because the paparazzi is everywhere and it’s just another pic with a paycheck to them.

If you want to see an ACE viral marketing campaign, check out the new Hailey Bieber and Candice Swanepoel cross-promotional campaign for Bieber’s Rhode skin care’s new Pineapple Refresh Cleanser. It’s also a very simple but powerhouse viral strategy between the two women, with no fakery like this not-spontaneous, poser Bottega campaign.

For Bieber, she has 2024 monthly calendar girls, with all the promotion on social media. The difference is that Candice didn’t even post the campaign on her Tropic of C IG in the beginning — and not today, 3 days later.

By Hailey linking to Swanepoel’s personal IG, and not Tropic of C — even though both women were wearing Swanepoel’s swimwear brand Tropic of C — they deliberately overlooked the commercial aspect of the social media opportunity. People see that reality.

Bottega’s running around town crowing about how savvy and authentic they are. Fine, if you insist. But Hailey Bieber and Candice Swanepoel delivered the real deal, in my playbook. When you choose NOT to prostitute your name or brand for the sake of SM likes, THAT is real authenticity — and far more subtle than this actually not-so-authentic Bottega Veneta campaign.

I have no issue with it. Just don’t tell the press how authentic it is — because I will show you genius authenticity from Hailey Bieber and Candice Swanepoel. ‘Just sayin’. Nothing more. ~ Anne