The brand reactivated its Instagram account after five years, moving from social media hibernation to flooding its grid with posts of archival images to celebrate its 60th anniversary.
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 move that set the fashion world wondering about its implications.
After a simple Instagram story stating “Ciao” broke the profile’s 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.
As hinted in the account’s new bio, these are intended to celebrate the 60th anniversary of the company, which was founded by Michele Taddei and Renzo Zengiaro.
Contacted to further elaborate on the strategy, the brand said the move marks “a new chapter on Instagram with 60 posts celebrating 60 years of the house, its heritage craft, and the artisanal spirit of Montebello,” where the company is headquartered.
“Conceived as a visual Intrecciato, 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’s distinctive vision of beauty, with creativity as the common thread,” read the concise company statement.
The 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’s motto “When your own initials are enough” to this year’s advertising campaigns photographed by Chris Rhodes.
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