Bottega Veneta's power move: deleting social media to let the fans' takeover

In January, the Milan-based luxury brand made the controversial move to go all dark on all its social media platforms. This meant the deletion of Facebook, Twitter, and Instagram accounts which has left the luxury fashion world in awe in this never seen stunt! The brand had over 2.5 million followers on Instagram which now displays as a simple ‘Sorry, this page is not available.

Now, Bottega Veneta’s main social media presence is a fan account! It is described by the account holder as an ‘Independently curated digital journal dedicated to Daniel Lee’s work at the helm of Bottega Veneta.’
The current creative director Daniel Lee took over in 2019, his main vision encompassed a ‘new Botega’.

The brand has gone through a social media transformation in the 15 months since Lee has joined the house. Lee’s unique pandemic-era style caught the eye of a young Italian fashion student, Laura Rossi. The passionate fan created an Instagram account called @newbottega. The company’s unofficial Instagram account to this date holds an incredible 792k. Rossi took her passion and paired it with her initiative to curate a feed to match the look and feel of the creative director’s new vision.
Rossi’s work quickly caught the attention of fashion influencers and bloggers. The internationally renowned fan account resulted in Rossi being invited to the Bottega’s fashion show with front row seats! Rossie has paved the way for students to leave their footprint in fashion marketing history!

Lastly, upon Lee’s deletion of the main social media accounts, their biggest brand presence in the popular fan account @newbottega.
Candidates who take initiative to grow and develop a brand out of their own free will is the heart and soul of a job offer! When you feel a sense of passion and true love for the brand - dedicating that much time to the brand is unforgettable!

#PandaTips:

When going for a marketing/design specific role-taking some time to analyse the brand social media presence before the interview stage gives you a confident understanding of where the brand currently stands versus where you could see them going. For example, pointing out that user generation is on the rise if the company you’re interviewing for is B2C and has great tangible products to work with. Strategy suggestions in your interview will certainly impress! Our consultants are here every step of the way to guide you with other tips and tricks when it comes to anything interview related.

#PandaTips:

It also makes sense to go for a company that genuinely sparks passion within you – a company’s biggest supporters should always be the staff. After all, teamwork makes the dream work. It’s time for you to make a positive impact in your future role.

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