After almost five years of silence, Bottega Veneta is back on Instagram. On 28 October 2026 the Italian fashion house quietly switched its official account back on, and its first words to more than two million waiting followers were a single, rather charming one: “Ciao”.
A return with almost nothing to say
As Vanity Fair Italia reports, the revived profile has a new profile picture taken from the Autumn/Winter 2026/27 campaign: a finger pressing a light switch, which feels like a knowing wink. There are no posts in the grid yet. Instead, the house opened with an Instagram Story showing the word “ciao” on a black background, and the same word is the whole of its bio. The account follows just two profiles, the Kering group, which owns the brand, and its creative director, Louise Trotter. Xmag notes that the follower count stood at roughly 2.39 million when the news broke. The brand has not explained the move, and there is no word yet on what it will post first.
Why it left in the first place
The comeback matters because the exit was so striking. In January 2021, under creative director Daniel Lee, Bottega Veneta deleted its Instagram, Facebook and Twitter accounts overnight, as Vogue and GQ reported at the time. While rivals chased likes, the house let celebrities, editors and fans do the talking. In March 2021 it launched Issue, a digital journal, and Lee told The Guardian that social media “oversimplifies” the thought that goes into his work.
The silence did not seem to hurt. A fan account, @newbottega, kept sharing the label’s runway looks, and the house went on through the much-praised Matthieu Blazy years before Louise Trotter took the helm. She will mark two years in the role this December, and her decision to return suggests she believes being present still counts.
The quiet power of craft
Bottega Veneta’s appeal has always rested on leather and its famous woven intrecciato technique rather than loud logos, which is why the brand could step away from the feed and still stay in the conversation. If that idea of understated, well-made leather speaks to you, take a look at our women’s bags, from everyday crossbody bags to practical backpacks, or browse our men’s bags. A simple bag pairs beautifully with a few quiet pieces of jewellery.
For now, Bottega Veneta’s grid stays empty. Whatever comes next, one word was enough to get the fashion world talking again.
Sources: Vanity Fair Italia, “Bottega Veneta riattiva il suo «vecchio» profilo e torna, a sorpresa, su Instagram” (28 October 2026); Xmag, “Bottega Veneta Returns to Instagram Five Years After Leaving Social Media” (28 October 2026); Vogue, “In an Increasingly Digital World, Bottega Veneta Signs Off From Social Media” (5 January 2021); GQ, “Why Did Bottega Veneta Delete Its Social Media Accounts?” (5 January 2021); The Guardian, “Bottega Veneta ditches Instagram to set up ‘digital journal'” (31 March 2021).
