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by Shreya S
In an age where anything and everything is consumed by digital media, brands are deeply involved and often solely functioning on Social Media. We are in a time where social media isn’t an option anymore but a fundamental part of one’s life can be challenging. In such a time how do we comprehend the decision of a brand to quit social media.
Since Daniel Lee took over Bottega Veneta it has been quite popular, be it due to the inventive accessories, youthful aesthetic, or the extensive social media craze(Instagram account @NewBottega was vital in the Brand’s reinvention).
It is surely a gutsy move where most brands exploit every possible inch of our digital space, Bottega left without a trace. And for a while I actually did respect the decision; it aligned with Bottega well, it was fresh and it was bold. Bottega has always been a pioneer in subtle luxury and it found its roots once again with this step. But turns out digital is important hence Bottega is out with a quarterly digital magazine.
The Guardian reported that Lee hopes that the magzine will offer more progressive and more thoughtful content than scrolling through an Instagram feed. Daniel Lee says “Social media represents the homogenisation of culture,” he continues “Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it.”
Daniel’s Bottega was manifested by social media so it does seem a little hypocritical to disregard and slightly discredit Instagram. It is important to note that his success can be significantly be credited to the oversimplification of this work.
Bottega won’t be using its official social media accounts but will continue to leverage influencers and digital content. Not using social media seems like a personal opinion of Daniel’s being imposed on Bottega and this is somewhat being perceived as a bit ungrateful and demeaning towards something that made always supported him (point in case: my first article ever was about Bottega Veneta by Daniel Lee and my fascination with it).
All in All Daniel’s work for Bottega has been pretty good albeit a bit overhyped and the digital magazine is quite wonderful but the whole situation seems a bit rash and overbearing.
Cover image Bottega Veneta
We do not own the rights to any of these images and they have been used in good faith. Every effort has been made to ensure that all images are used with proper credits. If you are the rightful owner of any image used on our site and wish to have it removed, please contact us at ayerhsmagazine@gmail.com and we will promptly remove it. We are a non-commercial, passion-driven, independent fashion blog and do not intend to infringe any copyright. Thank you for your understanding.
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