Bottega Veneta quietly returns to social media

In a move I personally loved, Bottega Veneta suddenly left social media in 2021 and has been Instagram-free ever since. In his place, Bottega developed a dedicated app and experimented with tangible press, but Bottega Veneta is finally back on social media. Somehow.

Bottega Veneta, in particular, has quietly returned to his account on Sina Weibo, the popular Chinese social media platform.

The only posts from Bottega are the same teasers for the Milan Fashion Week Fall/Winter 2023 runway show currently running on her site, but she’s already garnered a thunderous approval, with her teasers racking up over 2.5 million views, 2.2k ” Likes’ and received almost 250 flattering comments, mostly admirers, who echoed a similar line about anticipation for the FW23 show, currently slated for March 2nd.

From my point of view, it seems unlikely that Bottega Veneta will suddenly appear on Instagram, TikTok or Twitter, since the switch to Weibo benefits very much from the specifics of the Chinese market.

In it, KOL (Key Opinion Leaders) and activity on platforms like Weibo and Little Red Book make or break big luxury brands.

In the West, brands can simply exude an aura of austerity, knowing that people tend to flock to Herm├Ęs, Chanel and Goyard boutiques, whether or not they’ve been notified of new merchandise via Instagram.

On top of that, Bottega went dark under former Bottega Veneta creative director (and current Burberry overseer). I doubt that BV’s current artistic director, Matthieu Blazy, will completely reverse course.

Bottega has kept the mystique by emphasizing an IRL shopping experience, and it would be a big 180 to reverse course.

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Of course, who can say what the future will bring. But Bottega’s Kering peers (like Balenciaga in particular) enjoy a relevancy stranglehold, thanks in no small part to a spartan social media presence, so it makes sense to stay the course.

Bottega Veneta’s hands-on approach to Western social media has nurtured a cottage industry of fan accounts and hashtags. Fans are quickly joined by the hashtag #NewBottega, which boasts over 120,000 posts on Instagram and a whopping 22.6 million views on TikTok.

In Bottega’s place, journalists, bloggers and followers (yourself included) have filled the gap by covering new releases, designs, campaigns and runway shows.

From Bottega Veneta’s It-Bags to new stores and Lifetime Guarantee certificates, everything has received a lot of media attention, so it really seems like social media is practically redundant for Bottega.

Weibo plays a different role to something like Instagram, so it’s more of a promotional tool than a proper social media revival. But then again, it’s a return of sorts worth expanding third-party coverage of Bottega.