Just a few hours ago, an enigmatic void reigned on Versace ‘s Instagram profile. Nothing too atypical actually, since lately many fashion brands are getting us used to this habit of deleting all posts for a sort of fresh start.
The Italian fashion house’s move follows that of brands such as Celine, Balenciaga e Saint Laurent, all of which have deleted their social media history on various occasions. There have been even more radical cases such as that of Bottega Veneta, which in 2021 completely abandoned Instagram, as well as Burberry has recently done to follow the new vision of Daniel Lee.
In general, in fashion, a complete deletion of content on social profiles often suggests that the brand is moving towards a new perspective or imminent and decisive news for the brand identity. And the case of Versace is no exception.
Earlier this month Versace was acquired by Tapestry (the New York group owner of Coach, Kate Spade and Stuart Weitzman), through the parent company Capri Holdings, in a multi-billion dollar deal. The concomitance with this change and various press rumors have made it clear that the brand would be ready for a new beginning, which would also include a different approach on social channels.
Versace itself said it will relaunch his Instagram channel later this week with the Fall 2023 campaign “in a magazine-style format timed with delivery of the new season collection in-store and online.” “We are always looking at improving the different ways we talk to our community and bring them closer to our world. This refreshed approach across our digital channels allows us to continue our editorial storytelling and brings our global audience the very best of the Versace content in the best format for them.”
Even if it is not exactly clear what the brand’s new format and new communicative approach is, already from today, August 24, followers can come across the first posts republished by Versace on Instagram.
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It is a series of black and white shots of the campaign with models such as Gigi Hadid, Anok Ya, Angelina Kendall and Karolina Spakowski, immortalized by the photographer duo now dear to the brand, Mert Alas and Marcus Piggott.
We just have to wait for the next few days and the next posts to find out with which new look the brand will want to re-shape its social profile.