The most iconic labels in fashion make their own rules on the red carpet — AND on social media. Over the past several years, the fashion industry has undoubtedly jumped on the social media bandwagon. But was it by choice? Are brands just mindlessly marketing on Instagram because they want to, or because they feel like they have to?
There are three luxury fashion brands that are taking Instagram by the reins and disrupting the industry by using unconventional strategies. Balenciaga, Bottega Veneta, and Chloé have shown that they clearly don’t care about the algorithm or gaining followers but rather staying true to their brand’s DNA. And honestly, we applaud them for it. Here are the three different ways these iconic fashion brands are owning Instagram.
The opt-out
Bottega Veneta caused quite the controversy when they completely deleted their Instagram in February 2021. W Magazine called this “no-marketing marketing” a completely intentional approach. The brand isn’t done with Instagram by any means, though. They are just utilizing the platform differently.
Kering CEO François-Henri Pinault (Kering is Bottega’s parent company) told W, “Bottega has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself.” After all, when celebrities like Rihanna and Hailey Beiber wear your clothing, what more exposure could you need?
Subtle marketing is nothing new for Bottega Veneta, a brand that relies on being “in the know” rather than “in your face.” They’ve never been much for logomania, preferring instead to maintain its rarity and never risk overexposure. The brand has since restarted its account, but only posting 1-2 times a week and sometimes taking longer breaks. In a world where we are always connected, Bottega makes us wonder if unplugging is the ultimate luxury.
The landing page strategy
Balenciaga was next in line to erase its Instagram. However, instead of briefly deleting their page, all of their content was completely swiped. The label’s account now utilizes a landing page approach. Rather than a grid that you can scroll down for hours, they upload three new posts and delete the previous content sporadically. They use the space to feature celebrity and influencer collaborations and their latest collections.
Balenciaga hasn’t made any statements to explain the strategy they implemented in 2021, but keeping the focus on what’s new and noteworthy seems to make the most sense. Everything worth seeing is shown before you start to scroll, including the link to their website in the bio. Whether the dynamic label is attempting the “no-marketing marketing” approach like Bottega Veneta or they are amping up for a relaunch, we are anxious to see what comes next.
The reinvention
Iconic French label Chloé took a dramatic turn when Gabriela Hearst was named Creative Director in 2020. The Uruguay-born designer transformed the brand into the first luxury fashion house to become B Corp certified. Chloe’s Instagram page overhaul was about sharing this shift towards sustainability with its 9.5 million followers.
All of Chloe’s posts were archived and then replaced with a visual story of nature photographs, like closeups of ladybugs, flowers, and mushrooms. While many commenters irritably wanted to know where the handbags and runway pictures were, the brand continued to post Zoë Ghertner’s photographs in an effort to remind us that without the natural world, there would be no fashion. In an interview with WWD, Gabriela said, “We have to go back to respecting products, we have to go back to respecting objects, but we cannot go back if we don’t respect the source that is giving it to us.”
The impactful visuals lasted for several months. With the launch of several exciting sustainable collections, the handbags and dresses have returned. But not without natural elements every now and then to remind us to reconnect with our beloved planet.
Social media has become a place where businesses both large and small operate in only one narrow-minded way. That’s why it’s hard not to admire these luxury fashion brands for challenging the status quo. Is your brand “owning” Instagram, or has it merely fallen victim to the algorithm? If you’re ready to shake it up, we are here to help. After all, we’ve had a bit of experience rewriting what it means to be a luxury brand on social platforms. Take a look at our latest work here.
