Bottega Veneta deleted all its social media accounts back in 2021.
And yet, in Q4 2024, it ranks as the 6th hottest brand globally on the Lyst Index—surpassing industry giants like Gucci, Versace, and Balenciaga.
While most brands rely heavily on social algorithms to stay relevant, Bottega chose a different path—and won.
Under Creative Director Matthieu Blazy, the brand embraced an offline-first approach, anchored in solid branding fundamentals:
Exclusivity drives attention
In a noisy digital world, silence speaks volumes. Bottega’s absence created mystery, intrigue, and desire.
Fan-led accounts like Data, But Make It Fashion and New Bottega stepped in, generating millions of organic impressions.
Positioned as ‘Quiet Luxury’
While others battled for likes, Bottega stood out by doing less.
Its quiet presence reinforced a message of timelessness, craftsmanship, and premium value—exactly what today’s luxury buyers admire.
Total brand control
No off-brand memes, no viral trends, no algorithm-chasing. By staying off social, Bottega ensured its brand narrative remained focused, elegant, and uncompromised.
We often hear that visibility is everything.
But Bottega proves that in luxury branding, restraint is power.
Sometimes, being unforgettable means choosing not to shout but to whisper with intention.
Do you think more brands should follow this lead?