Bottega Veneta Leaves Instagram, Facebook and Twitter To Start A Digital Journal

Last January, the much-loved Bottega Veneta surprised her followers by deleting all her social media accounts, starting from Instagram on to Facebook and Twitter. Three months later, she reveals the reason behind that step: The renowned luxury Italian brand is setting up its “digital journal”.

In a time when social media reigns and plays a major role especially in fashion, it’s hard to imagine that a fashion brand can still increase its power and still progress without an Instagram account. However, Bottega Veneta, with its very discreet British artistic director Daniel Lee, proved us wrong. On January 6, 2021, the Italian luxury brand deleted its Instagram, Facebook and Twitter accounts in a decision that surprised all the followers. François-Henri Pinault, CEO of Kering, explained later that Bottega Veneta wanted to make “a different use of social networks (…) by providing ambassadors and fans with the material they need to talk about the brand”.

Make a way for a digital journal

But now Bottega Veneta has more to say. And in order to do the opposite of a non-stop flow of posts, but continue to create content, the Milan-based label has chosen to launch a digital newspaper. The brand unveiled this week the first issue of its magazine called Issue, which gives voice to artistic collaborations via videos, sketches or shootings. Thus, we find Missy Elliott, German skater Oumi Janta or photographer Tyler Mitchell. Each new publication will coincide with the launch of a collection, four times a year.

During the first lockdown, in 2020, the label launched various creative projects accessible on a multitude of platforms, such as Instagram and YouTube, also Spotify, Weibo and Apple Music. Projects that the label now transposes under a single publication with the desire to reduce the flow and the speed. Does that mean the brand is ditching social networks for good?

We shouldn’t forget that it’s common to see our favorite celebrities and influencers including Ariana Grande, Selena Gomez or Justin Bieber take breaks from social media, but only to make a huge comeback.