Bottega Veneta’s Instagram comeback and the true value of luxury Social archives

Bottega Veneta has reactivated its Instagram account after five years, marking a significant shift in its social media strategy. The brand, founded in 1966, had previously erased its online presence under former creative director Daniel Lee. The return coincides with new leadership and aims to engage a younger audience amid a slowing luxury market. This move reflects a broader trend in the fashion industry where brands often purge their social media with each new creative director, sacrificing recent history for a fresh start. The article explores the implications of this practice and the role of fans in preserving brand narratives.