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\n\tSILENT NO MORE:<\/strong> Unless shielded from a Wi-Fi connection for the past 24 hours, many Instagram users know by now that the official account of Bottega Veneta has been reactivated, in a move that set the fashion world wondering about its implications.<\/p>\n \n\tAfter a simple Instagram story stating \u201cCiao\u201d broke the profile\u2019s five-year social hibernation, the brand went into full posting mode on Thursday, sharing 60 images all at once with its 2.4 million followers.<\/p>\n \n\tAs hinted in the account\u2019s new bio, these are intended to celebrate the 60th<\/sup> anniversary of the company, which was founded by Michele Taddei and Renzo Zengiaro.<\/p>\n \n\tContacted to further elaborate on the strategy, the brand said the move marks \u201ca new chapter on Instagram with 60 posts celebrating 60 years of the house, its heritage craft, and the artisanal spirit of Montebello,\u201d where the company is headquartered.<\/p>\n \n\t\u201cConceived as a visual Intrecciato<\/em>, they weave together six decades of people, places and perspectives, where past and present sit alongside one another. Each post represents an element of the house\u2019s distinctive vision of beauty, with creativity as the common thread,\u201d read the concise company statement.<\/p>\n \n\tThe images were shared in no chronological order, each flanked by a brief caption and the respective date. They ranged from a 1980 image of a shopping bag and the brand\u2019s motto \u201cWhen your own initials are enough\u201d to this year\u2019s advertising campaigns photographed by Chris Rhodes. In between, posts included plenty of close-ups of archival leather clutches; images of Andy Warhol and Lauren Hutton holding Bottega Veneta shoes and bag, respectively; a 1992 shot of a red car parked in front of the brand\u2019s Beverly Hills store; advertising imagery from the same decade by Peter Lindbergh; a black-and-white picture of the New York store opening in 1972; and brief videos testing the shaking impact of Intrecciato<\/em> tote bags or quality-control tests on footwear, to cite a few.<\/p>\n \n\tAmong the most poignant images, a portrait of a young man was flanked by the caption \u201c19?? Renzo\u201d as a reference to the company\u2019s cofounder. It was followed by a 1972 picture of his credo, stating: \u201cWe believe that only what man builds with his own hands has a real value.\u201d<\/p>\n \n\tWhile the posting activity offered a snapshot of the varied references in the brand\u2019s universe, it was also telling of the new direction the company is taking communication-wise under creative director Louise Trotter \u2014 one poised to regain direct contact with its community and more control of its narrative.<\/p>\n \n\tYet the company abruptly erasing its Instagram account in 2021 marked a disruptive strategy that turned out to be rewarding in the long term as it set Bottega Veneta apart from its competitors, positioning it at a healthy distance from social media clutter under Trotter\u2019s predecessors Matthieu Blazy and Daniel Lee.<\/p>\n \n\tAs reported, at the time parent company Kering and its chairman Fran\u00e7ois-Henri Pinault explained how the company was not \u201cdisappearing from social networks \u2014 it\u2019s merely using them differently. Bottega has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself.\u201d<\/p>\n \n\tCue the rise of myriad fan sites and pages, such as @newbottega.<\/p>\n SILENT NO MORE: Unless shielded from a Wi-Fi connection for the past 24 hours, many Instagram users know by now that the official account of Bottega Veneta has been reactivated, in a…<\/p>\n","protected":false},"author":1,"featured_media":118,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-stories"],"_links":{"self":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts\/117","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=117"}],"version-history":[{"count":0,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts\/117\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/media\/118"}],"wp:attachment":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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