Luxury shows its green cred

Luxury shows its green cred
Bottega Veneta's new atelier in a restored 18th-century villa.

The fashion cycle may be dominated by seasonal trends, but when it comes to selling timeless luxury, "provenance" is a byword for exclusivity.

Which is why every marque from Armani to Zegna touts a back story of its origins much more than any generic brand logo. And for a brand whose tagline reads, "When your own initials are enough," - simply emblazoning images of artisans at work on ad campaigns just isn't going to cut it.

Earlier this year, Bottega Veneta unveiled its new atelier in a restored 18th-century villa, located on a 55,000 sq m historical park in Italy's Vicenza region.

What makes Montebello Vicentino - as the state-of-the-art facility for its craftsmen and support staff is called - so impressive isn't just its dedication to craftsmanship (it even houses the Scuola della Pelletteria Bottega Veneta to train future makers of its refined accessories). It is its green cred.

The new campus is not only a pioneer in the fashion and luxury sector, but a frontrunner for environmentally sustainable building in Europe.

"The project itself and the possibilities of what would make a difference, with regard to our employees and the environment, each and every day was an incredible experience," enthuses Marco Bizzarri, the president and CEO of Bottega Veneta who was also recently named CEO of the luxury couture and leather goods division for Kering, the brand's parent company.

Mr Bizzarri is best known for turning Bottega Veneta into a billion-euro brand in 2013.

Green origins

When the luxury house acquired the land in 2005, the conditions of the park around the villa were studied extensively in order to preserve the existing natural elements as well as rehabilitate signs of deterioration, using certified materials and plants such as trees native to the area.

Seventy-five per cent of the materials used during the renovation were recycled from existing structures.

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