The decision of Bottega Veneta to exit social media has come as a surprise to many, particularly as e-commerce’s share of the personal luxury goods market is reported to have risen from 12% in 2019 to 23% in 2020, and with its share expected to reach 30% by 2025. In December, the label debuted its Spring/Summer 2021 collection on Instagram, which saw a salon style show take place at London’s Sadler’s Wells, to a very limited live audience. Some speculate that it could be a “stunt” to launch the new collection, while others say it could launch a new trend.

Daniel Lee, Creative Director, Bottega Veneta, does not have an Instagram profile, and 2019 he told British Vogue: “It was good to grow up in the pre-Instagram era, we had a lot of fun. It will be interesting to see what happens in the future. I believe there will be a return to privacy. I really hope so”.

Sources: Fashion United/Forbes