June 21, 2021: On several occasions, I’ve tried to search for Bottega Veneta on Instagram before remembering that the luxury brand deleted its social media accounts in March of 2021. No matter how many times I do this, it hits deep every single time—and I know I’m not alone.
Although @newbottega suffices in lieu of the brand’s active presence, there’s no doubt that fashion lovers crave more. Seemingly to satisfy the needs of content-hungry consumers, the label unveiled a digital zine the same month it went dark on social media. And now, the highly anticipated second issue is here, which almost makes up for the fact that it’s not on our Instagram feeds.
Bottega’s newest source of digital entertainment, entitled Issued by Bottega, gives fans of the label everything they miss (and more) from the brand’s social media accounts. It showcases the latest from the brand in stylised editorials and fabulous product stills. In other words, it’s a slideshow of content worth printing out and taping to your wall à la your teenage boy band-loving years.
For “ISSUE 02” released on June 21, the Kering-owned brand commissioned a hearty lineup of contributors: Daniel Gordon, David LaChapelle, Arca, Marili Andre, Carlijn Jacobs, Dean Giffin, Edward Meadham, Gérard Schlosser, Hagihara, Takuya, Jeong Greem, Kwangho Lee, Mark Vomit, Ning Zetao, Lin Zhipeng, Patricia Doria, Pfeifer & Kreutzer, David Brandon Geeting, Leonn Ward, Seth Bogart, Tyrone Lebon, Walter Pfeiffer, and Zac Bayly.
Creative Director Daniel Lee created the quarterly zine to serve as a way to engage with its collaborators and its beloved audience. “Social media represents the homogenisation of culture,” he told the Guardian in March 2021. “Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it. There is a mood of playground bullying on social media which I don’t really like. I wanted to do something joyful instead. we are not just a brand, we are a team of people who work together, and I don’t want to collude in an atmosphere that feels negative.”
I don’t know about you, but in a world where everything is saturated through IG posts and ten-second story posts, we at GRAZIA are into the more conceptualised and thought-out digital strategy swap. Aren’t you?
Experience the world of Bottega via its ISSUE: 02 for yourself here.