Exclusivity and luxury were the hallmarks set by creative director Daniel Lee during his tenure at Bottega Veneta. The new collection, named Salon 02, was originally released in April, with the runway photos officially appearing on social media five months later. Daniel Lee is playing a dangerous game—he doesn't want to please gatekeepers; he wants to become one. This collection is filled with abundant animal feathers, weaving, leather, and metal details, staged quietly in the renowned Berlin club Berghain—only invited guests could get a sneak peek. Regardless of whether Bottega Veneta's brand strategy is effective, it's undeniable that the "low-key" trend it leads is inspiring more luxury brands to reflect on their advertising effectiveness. Brands hope to stand out from crowded conventional exposure channels and convey their message in smarter and more subtle ways.