In today’s fashion landscape, a brand’s digital presence is no longer optional—it’s essential for survival and cultural relevance. The rise of social media has transformed how brands interact with consumers, allowing them to build loyal followings, tell their stories instantly, and cultivate communities around their identities. When Bottega Veneta famously deleted its social media accounts in 2021, it seemed to challenge the notion that a luxury brand needed an online presence to succeed. However, the reality is more nuanced: Bottega Veneta did not abandon social media; instead, it adapted its strategy, choosing to engage indirectly. By collaborating with influential personalities like boxer Imane Khelif and Jools Lebron, the brand maintained a presence on the platforms without posting directly. This approach allows Bottega to stay relevant in the social media age while preserving its elusive, exclusive allure. It strategically relies on prominent figures who naturally generate buzz and keep the brand visible to digital audiences, illustrating that even when a brand “disappears” from social media, it cannot fully detach from it. These influencers and ambassadors, who command significant social media followings, effectively keep Bottega Veneta’s name circulating online, demonstrating that in today’s digital era, even the most exclusive brands cannot entirely avoid social media if they wish to thrive and grow.
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