Bottega Veneta ditches Instagram to set up 'digital journal'

Fashion world will watch with interest after brand replaces social media posts with magazine Issue

Bottega Veneta has been the hottest fashion house on social media since the British designer Daniel Lee arrived at the Milanese label less than three years ago.

The model Rosie Huntington-Whiteley posted no fewer than 39 selfies featuring her Pouch" handbag in the space of three months. When four British Vogue staffers realised they were all wearing clothes or accessories from the label one day in September 2019, they posted a photo captioned: We have a new desk dress code @bottegaveneta".

But in a move which hints at a fashion backlash against Instagram, Bottega Veneta has cut all ties with social media. It is replacing social posts with a quarterly online magazine that Lee hopes will offer more progressive and more thoughtful" content than scrolling through an Instagram feed.