A quarterly digital journal with editorial photoshoots and videos is Bottega Veneta’s latest communications move after deleting its accounts on social media earlier this year.
The new marketing title featured rapper Missy Elliott, freerunning squad Storror, and the designer Barbara Hulanicki in its first issue released Tuesday.
Brands have increasingly commissioned and produced fashion editorials themselves in recent years in order to have a steady stream of content to feed their audiences on social networks like Instagram and Tiktok. Bottega Veneta will have to rely on its client lists, influencers, collaborators, and fans to spread word of its digital title, having removed its own channels.
The Kering-owned brand’s online title follows a longer tradition of printed marketing products, like Le Monde d’Hermès and Acne Paper magazines. The move shows how inspiring and entertaining consumers has only grown more important for luxury brands, and that the trend of labels doing the heavy lifting of storytelling about their products themselves—reducing their reliance on fashion press—goes beyond wanting to have something to post about every day.