Why Bottega Veneta, social media 'it' brand, has ditched Instagram altogether

The brand releases the first of its quarterly digital journal, 'Issue', which will coincide with the unveiling of its seasonal collection

Bottega Veneta has ditched Instagram, instead releasing a quarterly digital journal. Courtesy Bottega Veneta

Bottega Veneta’s products may be all over Instagram on the feeds of its legions of celebrity and influencer fans, but you won’t find the brand itself on the social media platform.

In January, the luxury designer quietly removed its Instagram account, leaving many of its loyal followers scratching their heads as to why.

But it all makes sense now, as the brand has dropped the first of what is set to be a quarterly "digital journal". Entitled Issue, the journal will be made up of interactive stills, film and audio, and will be released to coincide with the Italian house's seasonal collections.

Daniel Lee, the brand's creative director, told The Guardian he hopes Issue will offer customers a "more progressive and more thoughtful" virtual offering. "Social media represents the homogenisation of culture," he said. "Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it."

The first edition of Issue features the likes of Missy Elliott in a reimagined music video for her 1999 track Hot Boyz, roller-skating social media sensation Oumi Janta from Berlin and chef and photographer Alex Paganelli, otherwise known as Dead Hungry.

Since Bottega Veneta’s account was deactivated, a number of fan accounts have sprung up paying homage to the brand’s designs, one of which, @newbottega, currently has more than half a million followers.

"I'm very happy to be on other people's Instagram," Lee told The Guardian. "That conversation with fans is amazing and we are grateful to have it."