Bottega Veneta Turns Milan Into the Setting for Juergen Teller’s Winter 2026 Campaign

The house identifies Villa Terenzio Belloli and Fondazione Pagani among the locations shaping the campaign. Its imagery brings together interiors, sculptural architecture, outdoor artworks and landscape, treating the city as part of the creative concept.

According to Bottega Veneta, the campaign was conceived as an artistic project. The contrast between architectural scale and personal proximity gives Teller’s photographs a consistent visual framework, while allowing the collection to appear in different environments. That approach puts place to work as a brand asset.

Instead of relying on a single set, the campaign uses a connected group of locations to express a particular reading of Milan. The city provides texture and context for the clothing, and the sequence of images carries Trotter’s creative direction across the full presentation.

The result is a location-led campaign with a defined point of view: Milan’s artistic character becomes a way to frame the house’s winter proposition and make its visual language recognizable across multiple images.