If you’ve tried searching up Bottega Veneta's Instagram account lately and have instead been met with the page "Sorry, this page isn’t available", not to worry. You are not blocked as you think.
The Italian fashion house, and one of the biggest fashion brands in the world, appears to have deleted their social media profiles - Instagram, Facebook and Twitter earlier this Tuesday.
The brand’s digital disappearance, where they had over 2.5 million followers on Instagram, has left users in a state of confusion. With the effects of the COVID-19 pandemic in 2020, more and more brands have turned towards digital solutions to present and promote their collections. For instance, various crossovers with VR, digital stores, and more, where brands are working hard to create digital experiences to market their products to consumers.
34-year-old Daniel Lee, Creative Director at Bottega Veneta within the Kering Group in October 2019, maintains a low profile himself with no social media presence, yet remains one of the most popular designers of the past year with his designs that have turned into the object of desire.
“Bottega is a brand that talks about sophisticated elegance. It's almost about being quiet. It represents silence amidst all the noise. For me, life really means living in the moment. That's why I don't have social media. I try to use my cell phone as little as possible. I prefer 100% human interaction”, he was once quoted to have said.
The signs appeared as early as in December, London last year when the brand held a special presentation, Salon 01 London. Lee banned any social media posts regarding this presentation, signaling that he could go offline for the future. But none of us could have guessed that going offline would extend to deleting all social media accounts.
Social media is an important channel for fashion brands both for direct consumer communication and for revenue generating advertising and marketing activities. This makes this social media detox, while not known how long it will last for, especially during the pandemic, quite surprising. No official statement from the brand has been released yet.
It is also not clear whether Bottega Veneta will make marketing agreements with Influencers and other social media channels, although they do not have their own accounts. After all, Bottega Veneta is a fashion brand we are used to seeing on social media with its trendy products on the likes of Hailey Bieber, Rosie Huntington-Whiteley and many more It-girls.
Is social media one of the new definitions of luxury? The answer is not yet certain. What we do know, however, is that Bottega Veneta may have just entered fashion history with this seemingly risky decision to disappear off social media completely.