When Bottega Veneta vanished from Instagram feeds at the start of the year, there was much speculation about why the iconic luxury fashion brand deleted all its social media accounts.
Did the fifty-five year-old Italian fashion house decide it had had enough of social media and adopted the no-marketing marketing approach?
Their plans were recently released. Bottega Venetta is replacing its social posts with a quarterly online magazine that creative director Daniel Lee says will offer “more progressive and more thoughtful” content than scrolling through an Instagram feed.
“Social media represents the homogenisation of culture,” the 35-year-old told the Guardian. “Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it.”
Called Issue, the “digital journal” of interactive stills, film and audio will be released quarterly to coincide with seasonal collections hitting stores. The journal launched last week featuring a newly commissioned music video for Missy Elliott’s 1999 classic Hot Boyz. The video, which was filmed by the photographer Derek Blanks, is the type of content, Lee hopes, that an audience will “sit down with, like you would with a film”.
Bottega Veneta’s move is a curveball, given that over the last years Instagram has become the most powerful platform in fashion, replacing traditional glossy magazine. As a result, the fashion industry will closely watch the trends and the implications that the brand’s decision will have.