Bottega Veneta has replaced its Instagram page with a digital magazine

After surprisingly deleting all social media accounts, Bottega Veneta has begun to explore alternative editorial ideas of interacting with its audience. The first attempt was made with the lookbook of the SS21 collection, presented in the form of a book, while the second and most recent came in the form of a digital magazine – a new initiative presented today that will take the name of Issue and that, for the first edition, will have among its collaborators Tyrone Lebon, Missy Elliott and Barbara Hulanicki. The contents of the magazine will be various: photography, films, collages, CGI videos, design sketches and archive documentation, including specific creative projects.

The journal will have a quarterly cadence, with four editions a year, the publication of which will coincide with the arrival of the new collections in the brand's boutiques, also reflecting their mood and aesthetics. The first edition has as its theme that of domesticity and here's how Daniel Lee described it:

It’s about allowing people to immerse themselves into our world – by taking their time rather than scrolling past on a feed.

The idea of the digital magazine (which will be free) is in open conflict with «the homogenization of culture» promoted by social media to which Daniel Lee has expressed a deep mistrust and doesn't want to be a sales platform, but only an opportunity to expand the creative reach of the brand and its possibilities of cultural expression. The format of the magazine will allow to better appreciate the quality of the photos, which will not be compressed as often happens on Instagram, and above all will last over time going to make up an increasingly rich digital archive.