After deleting all the posts on its Weibo account, which boasted 270,000 followers, the Italian luxury house has deleted the account altogether. The brand still has a presence on WeChat, another critical platform in China, but it hasn’t published any new posts since February 9.

Bottega Veneta declined to comment on the move, which aligns with its global communications strategy. The Kering-owned brand deleted its Facebook, Instagram and Twitter accounts last month.

Speaking to analysts on Kering’s fourth-quarter earnings results on February 17, chairman and chief executive officer François-Henri Pinault pointed out that “[Bottega Veneta is] not disappearing from social networks — it’s merely using them differently.” Rather than having the brand speak for itself, it will rely on ambassadors and fans to drive conversation.