With much of the world locked down in some capacity, and with all of the usual fashion events on hold or turned digital, it makes sense that we are spending more time online than ever before, and therefore that most fashion brands are putting all of their energy into their social media content. However, this is not the case for wildly popular Italian fashion house Bottega Veneta, which appears to have disappeared from social media altogether.
The brand’s main Instagram account – which boasted 2.5 million followers – no longer appears to exist, although it is not yet clear why.
While some outlets are speculating that it may be a publicity stunt or could even be a technical glitch and that the account will resurface very soon, others are suggesting that creative director Daniel Lee has made the decision to take the brand off social media in order to create more buzz than it could create by being a part of the oversaturated digital world.
This decision would make sense considering the brand’s latest show, where it put together a small, salon-like presentation, which was kept private for two months, before being released as a film and accompanying book in December. At that time, Lee told a reporter at US Vogue that he “doesn’t believe” in digital fashion shows.
Of course, the brand gets plenty of attention on Instagram away from the main account anyway. Since Lee took over the label, Bottega Veneta has risen rapidly in popularity with the designer’s reinvention of the brand leading to hugely popular accounts including New Bottega and Bottega By Daniel Lee, while celebrities worldwide have embraced the designs in a big way, suggesting that the label may not need to market itself at all when other accounts are doing such a good job of it.
However, as sharply observed by US Vogue, Bottega Veneta does appear to be advertising for a global social media manager, so we can probably expect the account to be back and bigger than ever in no time.
From Harper’s Bazaar UK