If the network, until some time ago, could be considered as a further opportunity, a possibility of innovation and creative and commercial experimentation, today it appears more like the main dimension in which reality itself happens: a curious oxymoron, considering that what really matters comes from a world that is as fictitious as it is impacting today in every area of ​​society. And the social platforms, in this rapidly expanding universe, are the daily “check points” where the passage is not only recommended, but driven by the need to don’t stay out of this world. An epochal change to which also and above all the fashion system has had to adapt in recent years, guaranteeing its social presence in the most varied ways and reaching an audience that has never been so global and just a click away: why, therefore, a brand should say today goodbye to social media?
It is this digital greeting – which could be, however, just a goodbye – that was the protagonist Bottega Veneta, one of the most internationally appreciated Italian fashion houses, both for its very high and traditional tailoring value, as well as for the renewed aesthetics with which the creative director Daniel Lee has conquered more and more stars and a young growing clientele. After experimenting with the so-called phygital like many other fashion houses in this historical period, of which the last show between physical event and virtual inspirations was a valid and successful example, Bottega Veneta has in fact decided to abandon all his social accounts.
Bottega Veneta, the Salon 01 collection
Digital shows have never been hailed by Daniel Lee – quite the opposite – but perhaps no one would have imagined such a black out: However, it is worth mentioning that the fashion designer worked closely with Phoebe Philo for a long time when the iconic designer was at Celine’s reins. Which, at the time, had an almost non-existent digital presence, of which the result was theaffirmation of boutiques as sacred spaces, with a much more desirable aura. That Bottega Veneta has become such a celebrated brand that it can afford the total absence from social media? In reality, moreover, the latter would only concern his official accounts: the absence, as Martin Margiela taught during his glorious career, creates that mystery that considerably increases the value of a brand, of which the most followed social profiles continue to be studded, including clothing and accessories sported by celebrities. A farewell – or goodbye, as we said – which could therefore be the key to social success, temporary or permanent, as a silent «deus ex machina«. That Bottega Veneta is the pioneer of a new luxury, in which to have the possibility to disconnect and erase all traces of your digital experience, exceeds the millions of followers?
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