Bottega Veneta returns to Instagram after five years with 60 archive posts
By Simran KaurFashion Writer, Peepals Shakti
Representative image: LUM3N / Pixabay
Bottega Veneta reactivated its Instagram account on October 28, 2026, nearly five years after leaving, posting 60 archive images to mark the house's 60th anniversary.
What Happened
Bottega Veneta, the Italian luxury house owned by the Kering group, returned to Instagram on Wednesday, October 28, 2026, nearly five years after it deleted its social media accounts. The brand reopened its profile with a single "Ciao" story and then published 60 images from its archive at once, one for each year of the house, ahead of its 60th anniversary. It called the move "a new chapter on Instagram with 60 posts celebrating 60 years of the house", according to fashion trade reports.
Key Facts
- Bottega Veneta reactivated its Instagram account on October 28, 2026.
- The brand had removed its social media accounts in January 2021.
- Its return began with a one-word "Ciao" story, followed by 60 archive posts published together.
- The posts are not in date order; each carries a short caption and the year of the image.
- Images include advertising by the photographer Peter Lindbergh from the 1990s and a 1972 photograph of the opening of its New York store, according to WWD.
- The account had about 2.4 million followers when it came back, WWD reported.
- The account follows only two others: its parent group, Kering, and the house's creative director, Louise Trotter.
Why It Matters
In January 2021, during the tenure of its then creative director Daniel Lee, Bottega Veneta removed its social media accounts, an unusual step for a luxury house. The exit was widely discussed in the fashion business, because Instagram is where most brands launch campaigns, show new collections and speak directly to customers.
Coming back now changes that approach. One French fashion publication described the return as a way for the house to regain direct contact with its community and more control over how its story is told. A Spanish-language fashion magazine linked the move to the creative direction of Louise Trotter, who now leads the house and whose debut collection was for Spring 2026. Bottega Veneta itself has not explained why it chose to return at this moment, beyond tying the posts to its 60th anniversary.
The format of the comeback is also worth noting. Instead of a new campaign, the brand opened with its history: six decades of images, from celebrity moments to old store openings. For a house that has long promoted quiet, logo-free design, leading with heritage rather than with products is consistent with how it presents itself.
For Indian readers who follow global fashion, the account is now a direct window into the house again, rather than through fan pages and resellers. For Indian designers and young labels, the episode is a useful case study: a house as closely watched as Bottega Veneta tried life without social media for nearly five years and has now chosen to return.
| Date | Event |
|---|---|
| January 2021 | Bottega Veneta deletes its social media accounts |
| October 28, 2026 | Account reactivated with a "Ciao" story |
| October 28, 2026 | 60 archive images posted at once |
| Coming year | The house's 60th anniversary |
Impact
Short-term: Followers get a direct view of the brand's history, and fashion media and marketers will watch how the account is used next, whether for new collections, campaigns or the anniversary itself.
Long-term: The return may influence other brands weighing how much to depend on social platforms. It also gives Bottega Veneta a direct channel to younger buyers who discover fashion mainly on their phones.
Who is affected: Bottega Veneta and its parent Kering; customers and fans of the brand around the world, including in India; social media and luxury marketing teams; and designers and small labels who watch how big houses use Instagram.
Key Takeaway
Bottega Veneta ended nearly five years away from Instagram on October 28, 2026, opening with 60 archive images for its 60th anniversary rather than a new campaign.
Questions and Answers
Is Bottega Veneta back on Instagram?
Yes. The brand reactivated its Instagram account on October 28, 2026, after deleting its social media accounts in January 2021.
What did Bottega Veneta post when it returned?
It opened with a "Ciao" story and then posted 60 images from its archive at the same time, one for each year of the house, including 1990s advertising and a 1972 photo of its New York store opening.
Why did Bottega Veneta leave social media in the first place?
The brand removed its accounts in January 2021, under its then creative director Daniel Lee. Its absence was seen as an unusual experiment for a luxury house, at a time when most brands relied heavily on social platforms.
Why has it returned now?
The brand has tied the return to its 60th anniversary but has not given a fuller reason. Fashion publications have linked it to a wish for more direct contact with its community under creative director Louise Trotter.
Disclaimer: Prepared by the Peepals newsroom from publicly available sources with AI assistance. Information is accurate to the best of our knowledge at the time of publication and may change. Images may be representative. Not professional advice. Report an error via our contact page.
By Simran Kaur, Fashion WriterCovers Fashion and more for Peepals Shakti. All stories by Simran Kaur
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Simran Kaur is a pen name of the Peepals Global Editorial Team, which researches, fact-checks and publishes every story. The portrait is an illustration.
