What was behind the decision by Bottega Veneta, the luxury brand of the Kering group, to deactivate its Instagram, Facebook and Twitter profiles last month? President and CEO François-Henri Pinault explains it: “We didn’t want to disappear from social networks, but simply use them differently. Bottega has decided, in line with its positioning, to rely much more on its ambassadors and fans “, obviously giving celebrities and influencers the freedom to interpret Bottega Veneta products without simultaneously conveying further messages through an official brand account. Analyzing the group’s Instagram profiles such as Gucci, Balenciaga, Saint Laurent, Alexander McQueen and Brioni, we see very different types of communication, from the latest Saint Laurent campaign with Kate Moss shot by Juergen Teller to domestic and little images glossy Balenciaga without text.