When Bottega Veneta ditched its social media accounts last January, the fashion industry was left with more questions than answers.
A mere three months after, the Milanese house has just revealed that they’re replacing their social media presence with a curated digital journal of interactive stills, film and audio. The ‘Issue by Bottega’ will be released quarterly by the time seasonal collections hit stores.
Credits: Elaine Constantine
The first edition dives deep into creative director Daniel Lee’s inspirations behind the brand’s SS21 collection, which was shown in a private presentation last summer with musicians Kanye West and Stormzy in attendance.
A few pages (or clicks) into the zine, you can start to decipher the stories, objects and people that add up to Lee’s creative universe. Balloon art clips, 3D animations of the label’s emblematic accessories and an exciting parkour video were intriguing and oddly satisfying. The brand also shared stunning shots by Tyrone Lebon of Missy Elliott in badass Bottega flair.
Credits: Bindi Steel
Missy Elliott by Tyrone Lebon
Lee’s approach proves to be very personal and intimate, playing between mysterious and somewhat endearing narratives. In the light of the conversation around how toxic social media can be to individuals and particularly creatives, the journal places the focus back on the visual world and creativity behind fashion.
Will it replace the brand’s need for social media’s marketing industry? Only time will tell.
Photo credits: Cover by James Lacey