Bottega Veneta has tapped photographer Peter Hugo for its Spring/Summer 2014 advertising campaign. A documentary video documenting the shoot has been released on the brand's official website. Hugo, a native of South Africa, is known for his style of exploring racial issues in his home country and his own social position through subjects such as people, domestic scenes, landscapes, and still lifes. The shoot took place in New Jersey, USA, and featured men's and women's models wearing the collection's clean, textured, and voluminous designs in a natural setting. Tomas Maier, creative director of the brand, explained the reason for hiring him: "Hugo's portraits are truly admirable. They possess a beauty that cannot be denied, yet they do not shy away from provoking the viewer. I was interested to see how he could capture our collection through his unique approach."

The brand's advertising work has been created by renowned artists such as David Armstrong, Peter Lindbergh, Mona Kuhn, and Sam Taylor-Wood.