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We already knew that Daniel Lee was a rule breaker. It’s the innovative design that has thrust Bottega Veneta to cult status around the globe. But the Creative Director captured headlines last month for his most surprising move yet – disappearing from social media entirely. Quite frankly, it’s genius. There is nothing that gets the Instagram community talking then an icon leaving it.

The surprise strategy arrived off the back of the Spring 2021 Salon 01 collection which was first revealed to a small high profile guest list in October. The rest of the globe didn’t get even a small peep until mid-December. The new season line was presented via the runway as well as through a limited-edition series of books.

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The end result of the collection boasts a colour palette of green, yellow, black, violet and browns, all splashed onto coveted accessories and wardrobe essentials. This week, Bottega Veneta released the accompanying Salon 01 Campaign. Key styles and anticipated looks were seen in a number of still images and despite its absence on social media, the campaign still made an impact around the fashion community.

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“I wanted to create a world and a universe that felt very glamorous and done up, but also quite stripped and quite pure,” Lee said at the time. “I’m always interested in this idea, of how you can feel done up and elegant at the same time as feeling comfortable. That’s really my kind of mission for Bottega.”

And that Lee has achieved. Sit tight for the Spring 2021 collection to drop soon.

thoughts?