It was a social media absence, rather than a statement, that made headlines in the fashion world last night as Bottega Veneta removed its accounts from Instagram, Twitter and Facebook.
With no official explanation as to why, some are speculating that it may be a publicity stunt or perhaps a technical glitch and that the account will resurface very soon.
Others are suggesting that the Italian luxury house’s creative director Daniel Lee has taken the decision to take the brand off social media in order to create more buzz than it could create by being a part of the oversaturated digital world.
This decision would make sense considering Lee has made no secret of his dislike of the industry’s recent trend of live-streaming various digital presentation. In Bottega’s latest most recent show, the brand organised a small, salon-like presentation, which was then kept secret for several months, before being released as a film and accompanying book in December.
Since Lee took the helm at the house 15 months ago, the brand had used social media to impressive effect. On It’s Instagram account alone it boasted 2.5 million followers until the account disappeared overnight.
