Italian luxury fashion house Bottega Veneta has launched a quarterly online magazine nearly four months after deleting all of its social media accounts.
The magazine dubbed “Issued by Bottega” features editorial photoshoots and videos that tell the stories behind various products.
“Social media represents the homogenization of culture,’ Daniel Lee, creative director of Bottega Veneta 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. There is a mood of playground bullying on social media which I don’t really like. I wanted to do something joyful instead. We are not just a brand, we are a team of people who work together, and I don’t want to collude in an atmosphere that feels negative.”
François-Henri Pinault, CEO of Bottega Veneta’s parent company Kering, said that the launch of the magazine is part of the brand’s new marketing plan.
“Regarding its digital communication strategy, it’s not disappearing from social networks — it’s merely using them differently,” Pinault said. “Bottega has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself.”
The brand’s move to launch the digital journal is similar to that of other luxury players investing in self-producing editorials and fresh content instead of relying on the fashion press.