Bottega Veneta Is Back on Social Media
Potentially signaling a new strategy under Matthieu Blazy’s direction.
Remember when Bottega Veneta deleted all of its social media accounts back in 2021 under Daniel Lee‘s direction? Just about two years later, it seems like the luxury brand, helmed by Matthieu Blazy since November 2021, is back to joining most other brands in promoting its campaigns and collections online.
Just ahead of Blazy’s upcoming runway presentation for the Fall/Winter 2023 season at Milan Fashion Week, the Italian label quietly returned to Weibo, a social media platform commonly used in China. The brand released the teaser for its upcoming collection on Wednesday, with the post earning more than 2.5 million views as of writing. The visual shortly followed with another 15-second video on Thursday as the account began gaining traction with roughly 2,700 followers as of February 24.
While Bottega Veneta has yet to share a statement on its return to social media, this update could mark a shift in the house’s marketing strategy, diverting from Lee’s model of wiping all social media accounts with the exception of unofficial handles like @newbottega.
Kering Group’s CEO François-Henri Pinault explained back then, “Regarding its digital communication strategy, it’s not disappearing from social networks — it’s merely using them differently. 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.”
With the relaunch of Weibo, Bottega Veneta could potentially be returning to apps like Instagram or even TikTok. Stay tuned as we learn more and keep up to date on Fashion Week news on Hypebae. Bottega Veneta’s FW23 presentation takes place on February 25, 2023 at 8 p.m. CET (2 p.m. ET).
