Since Friday, the 52.2 million followers of Gucci's Instagram account can no longer find any trace of the Florentine leather goods manufacturer's past. And especially not that of the passage of Alessandro Michele, artistic director from January 2015 to November 2022, who had relaunched the label. Gucci, which has been going through a difficult period since the pandemic, has engaged in a "reset" operation and deleted all posts on Instagram, before restarting Saturday by publishing... a portrait of Sabato de Sarno, who arrived at the end of January to replace Alessandro Michele. The house, founded in 1921 by Guccio Gucci, has decided to make a clean sweep of social networks before the first Saboto de Sarno show, scheduled for next Friday in Milan and highly anticipated.
This "reset" is not uncommon in the fashion world. Burberryen performed a recently. "This is often done at the time of collection changes," says Kering, whose subsidiary Balenciaga regularly cleans its posts. In 2021, Bottega Veneta, another Kering label, has simply turned its back on social networks. At Gucci, it is emphasized that the posts were not deleted, but "archived". Gucci's Instagram account now includes in its bio the address of its archives, Via delle Caldaie 7, in Florence, says a spokeswoman. It's a constant source of inspiration." Kering wants Gucci to adopt a more timeless style. What to avoid future digital resets?
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