Bottega Veneta just delivered a masterclass in mood. Forget the usual glossy campaign hype. They dropped a short film and photo series that is pure, unsettling art. Titled “What are Dreams”, the project connects legendary photographer Duane Michals with cool-kid actor Jacob Elordi. This is not a standard fashion shoot. It’s a trip down the rabbit hole. It is shot in stark, compelling black and white. Michals’ New York home became the stage. It is a brilliant exploration of the imaginary and the uncanny. This is the new luxury language.
Bottega Veneta Duane Michals Jacob Elordi
Surrealism’s New Muse
Michals is a veteran of the surreal. His work has mesmerized fans since the 1960s. He draws heavily on influences like Magritte and de Chirico. The 12 images stage Elordi in enigmatic scenarios. Think a dramatically billowing curtain and a suspicious convex mirror. A tilted pedestal and a feather suspended mid-air create poetic tension. These props are signatures of the Michals oeuvre. The setup is mysterious. The feeling is absolutely magnetic.
When Text Becomes Vision
The short film is equally captivating. Elordi reads from Michals’ own poem, also named What are Dreams. The poem appeared in his 2001 book, Questions without Answers. It captures the “midnight movies of the mind.” Everything looks familiar, yet totally distorted. Michals often uses his own handwriting in his work. Excerpts of this poem float across the photographs. This layered text adds to the dreamy, fragmented feeling. Michals seeks to “make the invisible visible.” Elordi, a new Brand Ambassador, was clearly the perfect collaborator. He understood the “magic and the mystery” immediately.
A Bridge Across Generations
This project transcends mere product placement. It’s a genuine creative exchange. Bottega Veneta builds a bridge across disciplines and generations. Michals shot a campaign for the house back in 1985. Elordi was appointed a Brand Ambassador in May 2024. This collaboration honors Bottega’s heritage. It also fully embraces its future. It proves that true luxury is about dialogue. It is about fostering artistic risk. The house values deep commitment to creative expression.
Why is a luxury the new cool thing for men?
Menswear is embracing complexity. The modern man wants depth, not just status. Luxury now means intellectual and emotional value. It’s about storytelling and cultural literacy. This campaign perfectly embodies that shift.
🛍️ Where to Buy
Explore the Bottega Veneta collection pieces featured in the campaign, available online and in flagship boutiques.
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