Since Hedi Slimane took charge in 2018, all posts on Celine's Instagram were removed. He then revived the account in a meticulously curated style that clearly outlined his vision for the brand's rebranding. Similarly, Saint Laurent has often wiped its Instagram feed, most recently during a five-day blackout that preceded a social media reset for YSL Beauty.
What unites these brands is their elite positioning and a creative leadership that grasps a key reality: luxury is exclusive. In a world where everyone is vying for attention, choosing silence can be a powerful statement.
In the ever-changing landscape of high fashion, maintaining a consistent message is crucial. Social media is a vast, chaotic, and unpredictable arena, regulated by algorithms that determine audience reach; a single mistake can go viral in an instant. By retreating strategically, these brands regain control over their narrative, speed, and tone.
While Bottega Veneta hasn't completely vanished from the digital landscape, its recent actions have been deliberate and calculated rather than haphazard. This careful approach allows them to avoid the dilution that often comes with a constant online presence.
Perhaps the most intriguing outcome is the rise of the unofficial spokesperson: the consumer, who has become a genuine organic PR force. This new breed of luxury consumer values craftsmanship over status and doesn't rely on brands to define what is fashionable.
This approach may not suit every fashion label, but for those aspiring to attain luxury status, Bottega Veneta presents an intriguing case study: Post less. Post nothing. Allow the products and their inherent allure to speak for themselves.