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"Sorry this page isn't available", has been the motto since Tuesday on the official Instagram account of the Italian label Bottega Veneta, as well as on the Facebook and Twitter pages of the company, which belongs to the French luxury group Kering.
The Instagram account last had 2.5 million followers.
The presence on social media was largely responsible for the revival of the Italian label in recent years.
Bottega Veneta would be the first well-known luxury fashion brand to forego a profitable digital presence on the platforms, which is also used for direct communication with consumers.
But the Briton Daniel Lee, who runs the popular fashion brand, is also known for his ambivalent relationship with social media.
Most recently, Bottega Veneta's “paddle boots” caused a hype among influencers - also thanks to Instagram
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The designer himself doesn't even have a personal account on the photo platform.
At times, a fan-operated account (@newbottega) even generated more traffic than the brand's official appearance.
In addition, in an interview with Vogue in 2018, Lee expressed himself rather critical of social media: They are part of a modern culture that you have to be part of.
Nevertheless, when the presentation of the collection for spring / summer 2021 was recorded, the audience was prohibited from recording and sharing content on Instagram.
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The label has not yet commented on the reasons for breaking away from social media.
Speculations that Kering were the victim of a hacking attack are considered unlikely.
A creative approach would be conceivable to be able to afford this luxury as a large label - creative director Lee is also known for his understatement from an aesthetic point of view.
From a marketing strategy perspective, a future restart would also be a possible reason, after all, fashion brands have to react to changed consumer behavior in the pandemic and also rethink the digital presentation of their collections.
It also fits that the label is currently looking for a social media expert.