Bottega Veneta Is Back on Instagram After Five Years, Opening With Its Own Archive

By Zeek Jenkin·Oct 31, 2026, 7:11 AM ET·Bottega Veneta

Key details

Account: @bottegaveneta on Instagram
Returned: October 28, 2026, with a Ciao in Stories
Away since: January 2021
First posts: Archive pieces dated from 1971 to 2026, posted October 29

Bottega Veneta is back on Instagram. The house switched its official account back on on October 28, opening with a single "Ciao" in its Stories, as Whoopsee reported that day, and on the morning of October 29 it began filling the grid.

It had been gone since January 2021, when it shut down its social media accounts under Daniel Lee and put out its own digital journal instead. The house went through two more creative directors without an Instagram account, Matthieu Blazy and now Louise Trotter, while fan pages carried its pictures for it.

What it posted

The new feed is the archive, captioned like an index card: a year and a line. "1971 BV Item (0419)" is an emerald-green clutch, shown next to its archive tag. "1978 B.V." is an old magazine ad, yellowed and creased, with the line "When your own initials are enough". There's Andy Warhol holding a Bottega bag in 1983, a 1998 shot by Peter Lindbergh, Julianne Moore in Venice in 2022, and today's work next to it: a black leather bag from 2025, a woven still life of fruit and vegetables called Bottega Vanitas, and a 2026 post of a shoe and other samples in an oven for heat testing, next to a cycle counter: "241 of 500 cycles completed; 259 more to go".

A clear plastic archive sleeve with a barcode label reading Archivio Storico, tagged to a glossy emerald-green leather clutch beside it

A still life of fruit and vegetables made from woven leather cord, a purple bunch of grapes, a yellow pear, a deep magenta and white radish and a spiky piece of brown cord with green woven leaves, laid on a sheet of woven newspaper print

The read

Walking away from Instagram in 2021 went against everything luxury houses were doing, and Bottega let readers, fans and the press carry its images instead. Coming back with its own history, rather than a campaign or a product launch, is a sign the house knows the silence became part of the brand, and it isn't spending that on ads.

The timing lines up with an anniversary too. Bottega Veneta was founded in Vicenza in 1966, so this is its 60th anniversary year, and a feed that starts in 1971 reads like the house telling that story in its own pictures. What it hasn't said is why now, or whether the account stays an archive or becomes the place where Trotter's collections go up first.