The Art of Saying Less: A Look into Bottega Veneta’s Silent Strategy
I’ve been looking into luxury brands for a while now, and let me tell you, Bottega Veneta is the one that stands out the most to me. And I’m not even just talking about their stunning clothes and accessories. I’m talking about the brand itself, the way they communicate, and the way they present themselves to the market.
In 2021, Bottega Veneta made a bold move by deleting all their social media accounts.
What a move.
They didn’t vanish. They just shifted the spotlight. Instead of constantly posting, they leaned into word of mouth, fan accounts, and carefully timed drops. They let their work speak, and trusted that the right people would speak for them. Think about it. Even without an official Instagram, they’re still all over social. Why? Because they invite all the right people. They know the influencers, the editors, the celebs who matter. The ones who will post, tag, and spread the message without it looking like a campaign. That’s influence without trying too hard.
Fast forward to 2023, and Bottega Veneta named BTS’ Namjoon as its first-ever brand ambassador. Since then, they’ve continued to choose carefully, signing A$AP Rocky, Kendall Jenner, Jacob Elordi, and more. They carefully select ambassadors who align with the brand’s quiet confidence and refined image. They focus on the fashion shows, the brand ambassadors they choose, and the story they’re telling. It’s their reputation, craftsmanship, and exclusive collaborations that speak for themselves.
In my opinion, stepping away from social media has only fueled curiosity and desire. It has created this air of exclusivity and mystery that draws people in. And that’s exactly what makes Bottega Veneta so compelling. And here’s the thing. Bottega hasn’t rejected social media. They’re creating mystique. And when — not if — they come back to Instagram or TikTok, it’s going to be a cultural moment. Everyone will be watching. Everyone will care. Because the silence made us want more.
In today’s social media era, where almost every brand is scrambling to go viral, Bottega Veneta’s ability to maintain its relevance and allure without relying on the constant noise is a true testament to the power of quality over quantity. In a world where brands are scrambling to go viral, Bottega reminds us that luxury isn’t about being everywhere. It’s about being remembered. They don’t need to shout. They just need to show up when it counts.
