For those who are wondering why are they getting a “Sorry this page isn’t available” message from Bottega Veneta’s Instagram page, no, the Italian luxury house hasn’t blocked you, it has just disappeared from the face of social media platform altogether. In the era of digitalization, where brads rely on its social media traction, BV became the first-ever luxury brand to pull off this move. What happened?
For those with a keen eye will notice that the luxury brand is not just missing from Instagram, it has scrubbed its social media presence from Facebook and Twitter as well. The Italian brand working under the direction of Daniel Lee has gone missing weeks after unveiling its digital Spring-Summer 21 collection.
Interestingly, Lee himself never had an IG account as he mentioned in several interviews that it was never his focus. At his SS21 show recording, he also banned the audience from filming anything to avoid the bits and parts of the show leaked ahead of its time.
There are no two ways about the fact that fashion in these modern times relies heavily on social media influence and digital marketing. By pulling the plug on its social media presence, the brand indeed made quite a noticeable statement. Has pandemic really changed the way we view fashion? What’s next for the brand? Will Bottega Veneta continue to pursue social media marketing after a brief hiatus? Is going off social media a new luxury?
What are your thoughts on this one?
(Source- Fashion Week Daily)
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