The fashion world was taken by surprise when Bottega Veneta disappeared from social media in early January. The Italian luxury house deleted its Instagram and Twitter accounts and removed all content from Facebook, leaving the press to speculate whether it was a bold PR stunt.
François-Henri Pinault, chairman of the board and general manager of Kering, revealed the real reason behind this digital move in an interview with WWD. He explained that the brand’s social media strategy hasn’t disappeared—it’s simply evolving. Instead of traditional self-promotion, Bottega Veneta is now leaning more on ambassadors, influencers, and loyal fans to share the brand’s story. By giving them the material to speak on behalf of the brand, Bottega Veneta effectively turns its audience into a network of micro-promoters, amplifying its presence in a more organic way.
This approach highlights a growing trend in the modeling world: just as luxury brands are adapting to influencer-driven promotion, models themselves are becoming brands. Models and model agencies are increasingly relying on social media and collaborations with high-profile figures to build visibility, rather than waiting for traditional campaigns alone. Well-known personalities like Rosie Huntington-Whiteley, Hailey Bieber, Rihanna, and the Kardashian-Jenner clan now serve as the de facto ambassadors for Bottega Veneta, showcasing the luxury fashion house to millions on Instagram.
Pinault also noted that each fashion house within the Kering group maintains its own social media positioning. He added that after a month and a half of this strategy, results have been encouraging, especially in terms of visibility. For models and modeling professionals, this shift underscores the importance of cultivating an online presence, engaging fans, and partnering with the right agencies and brand campaigns to maximize reach.
While it remains unclear how long Bottega Veneta will remain offline from traditional social media accounts, the brand has already announced a global social media manager role, signaling that this strategy is far from temporary. This innovative approach mirrors a broader evolution in the fashion and modeling industry, where influence, engagement, and authentic connections with audiences are becoming as valuable as classic runway exposure.
