Bottega Veneta returns to Instagram after leaving the platform in 2021. The Italian fashion house changes its digital strategy after five years.
Bottega Veneta is returning to Instagram almost five years after making one of the fashion industry’s most surprising decisions. The Italian fashion house, which deleted its official Instagram, Facebook and Twitter accounts in January 2021, has decided to re-establish its presence on the platform, according to PAP Magazine. The move marks a significant shift in strategy for a brand that had made digital discretion an integral part of its identity.
The return reportedly came with a simple message: “Ciao”. According to the publication, the restored account had approximately 2.39 million followers, although it was not yet displaying any visible posts when the news emerged.
Why Did Bottega Veneta Leave Instagram in 2021?
The decision to leave the major social media platforms came under the creative direction of Daniel Lee, at a time when virtually every major luxury fashion house was competing to increase its digital visibility.
While other brands embraced influencer campaigns and a constant stream of posts, Bottega Veneta chose to stop communicating directly through Instagram. Its strategy was to allow ambassadors, celebrities, specialist fashion publications and followers themselves to share and promote its collections.
The house also developed its own editorial projects, including the digital magazine Issue, and maintained a strong cultural presence without relying on an official Instagram account. In 2023, however, it had already partially resumed its social media activity through the Chinese platform Weibo.
A New Chapter Under the Creative Direction of Louise Trotter
The return coincides with a period of transformation for the Italian fashion house, now led by Louise Trotter, who took over as creative director in 2025 following Matthieu Blazy’s departure.
Although Bottega Veneta has not publicly explained the reasons behind its possible return to Instagram, the move signals a potentially significant change in how the house communicates its collections.
Over the past few years, the brand has demonstrated that it is possible to maintain a distinctive identity without directly participating in the dynamics of major social media platforms. It remains to be seen whether Bottega Veneta will adopt a more frequent posting schedule or preserve the discretion that has defined its communication strategy.
After five years of letting others speak on its behalf, Bottega Veneta appears ready to reclaim its own voice on Instagram.
