Italian Maison Bottega Veneta has unveiled Issue, a quarterly digital magazine following its disappearance on social media.
Although it has become part and parcel of our daily lives, social media is not without its drawbacks. Over the years, we have seen how platforms like Facebook and Instagram acted as conduits for cyberbullies and internet trolls. Like many, Bottega Veneta had enough and called it quits by eradicating its presence on social media earlier this year.
Months after its departure, the Italian Maison announced the reason for its drastic move by revealing its newly launched digital journal, Issue.
“There is a mood of playground bullying on social media which I don’t really like, I wanted to do something joyful instead. We are not just a brand, we are a team of people who work together, and I don’t want to collude in an atmosphere that feels negative,” Daniel Lee, Creative Director of Bottega Veneta, told the Guardian.
Through this platform, Lee hopes to offer a “more progressive and more thoughtful content than scrolling through an Instagram feed.”
Bringing A Sense Of Liberation And Joy While Breeding Individuality
The visually led digital platform aims to capture and expand the universe of Bottega Veneta through the power and influence of digital media. More than just editorial photoshoots and videos, the magazine also offers the opportunity to collaborate with the creative community.
Launched last week, the audio-visual magazine features 28 artists of different mediums — from rapper Missy Elliot to fashion designer Barbara Hulanicki and photographer Caleb Femi. Its efforts of replacing heavy texts with visuals, music and voiceovers provide the audience with an immersive experience as it transports them into a digital world.
“Regarding its (Bottega Veneta) digital communication strategy, it’s not disappearing from social networks. It’s merely using them differently,” François-Henri Pinault, CEO of Kering told WWD.
The move goes beyond a gimmick. “This wasn’t about a room full of executives talking about marketing strategy. Social media represents the homogenisation of culture,” said Lee. “Everyone sees the same stream of content. A huge amount of thought goes into what I do, and social media oversimplifies it.”
Through the launch of Issue, Bottega Veneta has created a buzz around the brand and benefited from social media exposure without actually having to be on it.
(Images: Bottega Veneta)