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Bottega Veneta's Invitation-Only Livestream

Luxury brand Bottega Veneta is taking a more exclusive approach.

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The trend to live-stream runway shows and immediately offer millions around the world a look into spring trends continues, but Bottega Veneta is taking a more exclusive approach. This Saturday, at 9:30 a.m. Eastern time, it will be broadcasting its runway show live from Milan at bottegaveneta.com. But unlike other firms, the luxury fashion house is offering the service by invitation only, with only the top customers being given the opportunity and password to watch the show online. They will also receive a digital look book and can use the site to immediately place their spring orders, and when the merchandise arrives in stores Bottega will contact the customers to schedule fittings or deliveries. “Our goal is to put this technology to the service of our customers,” creative director Tomas Maier said.