I believe it was the British dandy Beau Brummel who said that the truly well-dressed person is only remarkable for the finer details of their attire. Italian fashion house Bottega Veneta takes a similar approach, with zero presence on social media, logo-free clothes and a subtle approach to marketing. At the Plaza 66 luxury shopping mall in Shanghai, its pop-up installation verged on the invisible, with mirrored surfaces that reflected the brand names of its rivals – and the faces of shoppers keen to take its picture. That’s how the overtly discreet brand scored reams of coverage on traditional and social media, as well as prizes at Eurobest, the Clios and the Cannes Lions.