How Bottega Veneta Is Rethinking Its Digital Presence, One Issue At A Time…
The Italian luxury fashion house quietly made the decision to leave Instagram at the beginning of this year, only to reveal a trailblazing new digital project months later…
The mystery surrounding Bottega Veneta’s disappearance from social media has now been solved.
In a world where social media is key for brands to connect with clients, the Italian luxury fashion house decided to take things into their own hands and delete all their social media channels in January this year, throwing away the rule book and instead created their own: Issue.
Issue is a quarterly digital journal available on the brand’s website and will coincide with the presenting of the Italian label’s collections, four times a year; it aims to share insight into the collections by showcasing photography, film, GIFS, vintage advertising and inspiration, essentially creating an uninterrupted Bottega Veneta moodboard that can be experienced by all.
The idea is rooted in the need to move away from phone screens, so the creative work can be fully appreciated in a larger form, along with providing a deeper insight to the brand so viewers can browse, mull over, and return to Issues each time they visit the website, rather than liking an image on social media and forgetting about it moments later.
Their first issue, Issue 01, is 133 pages and looks at the idea of domesticity, featuring contributors and collaborators that include Barbara Hulanicki, Missy Elliott and Tyrone Lebon.
As one of the few brands within the fashion industry that had actually seen growth from the pandemic, creative director Daniel Lee’s strategic move has ensured Bottega Veneta is at the forefront of our minds.
Since the launch of the first issue, the presence of Bottega Veneta on Instagram has only increased, meaning the brand is on social media without being on social media.
Issue isn’t simply a marketing-gimmick, rather it’s a way for Daniel Lee to connect Bottega Veneta directly with fans of the brand in a pure and authentic form.
To experience Issue 01 click here.
Lead image courtesy of Jason Lloyd Evans
