It is no news that Bottega Veneta has become an it-brand since the appointment of creative director Daniel Lee, but what has been a big surprise was the brand’s decision to leave social media earlier this year.
In January of 2021, Bottega Veneta deleted its Instagram account suspiciously with no announcement or plan. Over a month later, Lee announced that his deletion of Bottega Veneta’s social media would be replaced by a quarterly digital journal, Issue.
In an interview with The Guardian, Lee said, “Social media represents the homogenization of culture.” The idea, in short, is that Instagram has become too monotonous for Lee’s vision of Bottega Veneta. Lee explained that he and his team do an immense amount of work, and Instagram oversimplifies it. This move to leave social media is so intriguing because due to COVID-19, many brands have widened their social media presence, like Gucci’s emerging presence on TikTok or Heidi Slimane at Celine sending clothing to Lil Huddy. These may be exactly the reasons that Lee decided Instagram had run its course.
Bottega Veneta has released new it-items every season, from the puddle boots to the pouch clutch. The brand has permeated our feeds from influencers to bloggers to the Kardashians. Not to mention the account @newbottega (currently sitting pretty with 567 thousand followers), an independent digital journal of Lee’s work at Bottega Veneta, including content from individuals alongside official campaigns from the brand. These massive Instagram accounts are doing all of the heavy lifting for Bottega Veneta from a marketing standpoint, which gives Lee the wherewithal to focus on the brand from a purely creative perspective.
‘Issue’ is a collection of works from artists ranging from Missy Elliott to Tyler Mitchell. The digital magazine is designed to be watched the way you would watch a film on television or sit down with a copy of Vogue and a cup of coffee. This new format of presenting Bottega Veneta was, quite honestly, even better than I had expected. There are balloon artists crafting jewelry, ASMR-adjacent product videos, and classic nude-clad advertisements that have become synonymous with the brand. The highlight has to be a Bottega-clad music video of Missy Elliott’s 1999 hit, Hot Boys.
I think that what makes Issue so special is how engaging it is. I get a special feeling while clicking through the digital pages like I am a part of something. High fashion is the bread and butter of life for so many people, yet it is often not feasible for most people to buy into. It can often feel like you’re left out of a brand’s community if you can’t afford the often steep price tags. Issue feels like an invitation into the story of Lee’s vision for Bottega Veneta. A story that combines heritage with modernity with plain and simple fun.
Words by Nicholson Baird.
Graphic by Emily Tobias.