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LONDON – After leaving social media earlier this year, Bottega Veneta is exploring another way to engage with its collaborators and global audiences with a new visually-oriented digital journal called Issue. Issue 01 launches online Wednesday with a variety of contributors of different ages, talents and backgrounds, including Barbara Hulanicki, Missy Elliott and Tyrone Lebon.
The journal, which features original photographs, films, collection images and vintage advertising juxtaposed with short CGI videos, will be published online four times a year and will coincide with the launch of the Bottega collections in-store. It also wants to reflect the mood of each collection, with the first issue focusing on the idea of domesticity.
“It’s about allowing people to immerse themselves in our world – taking their time rather than parading on a thread,” said Daniel Lee, Creative Director of Bottega Veneta. He said he wanted to explore “a slower rate of consumption of culture today”.
A cover of Bottega Veneta Number 01 by James Lacey.
The diary makes it possible to see the work of artists and photographers – and images from the Bottega collections – in a larger and more flattering format, rather than shrunk to fit a cell phone screen. There is also a permanence to this. Unlike some social media, these visual stories don’t go away after a few hours or days.
Lee added that focusing on a quarterly publication provides “a really exciting opportunity to work with our artists and our community and create visuals, sound and films. This’s to expand our universe and give more meaning to the product. “
A cover of Bottega Veneta issue 01 by James Lacey.
Lee believes that “social media represents the homogenization of culture. I have the feeling that everyone is constantly seeing the same flow of information. As a creator, I find this very limited. At Bottega Veneta our goal is to promote individuality, so we just wanted to do it our way.
While there are products on the pages, including chunky chain bracelets, knitwear, and a runway video from the brand’s show at Sadler’s Wells in London last year, it’s not a sales platform. It’s also free and meant to be consumed over time rather than in small bursts.
As reported, Bottega started disappearing from social media accounts earlier this year without any explanation. After leaving Instagram and other social networks in January, he deleted his Weibo account – which had 270,000 subscribers – and other feeds last month. The company had repeatedly declined to comment on the strategy.
Following a presentation of the results, the Chairman and CEO of Kering, François-Henri Pinault, indicated that Bottega’s decision was no different from that of his stable companion Balenciaga, who since 2018 has published what appears to be user generated images without captions on his Instagram account.
Unlike Balenciaga, Bottega Veneta abruptly deleted her Instagram account, which had 2.5 million subscribers. In its place are now a myriad of sites and fan pages, such as @newbottega, which are not officially affiliated with the brand.
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