A few days after the widely discussed change in leadership at Twitter, luxury fashion brand Balenciaga has decided to withdraw from the social media platform. This move comes shortly after the decision made by fellow fashion house Bottega Veneta last year to withdraw from all social platforms as part of their strategy to maintain exclusivity in their communication efforts. Balenciaga, a brand under the Kering group, is now following suit and bidding farewell to Twitter, making a clear statement.
According to Business of Fashion, Balenciaga deleted its official Twitter account a few days ago, citing the recent acquisition of the platform by entrepreneur Elon Musk as the reason behind their decision. With Musk’s focus on increasing profitability, several changes have been implemented, including a reduction in the company’s workforce by 50% and the introduction of new paid features like monetizing the “blue badges” that certify certain accounts. In addition, content moderation on the platform has been relinquished in favor of promoting freedom of expression, as stated by Musk.
While Balenciaga has not issued an official statement regarding their withdrawal from Twitter, their action aligns with their previous approach to social media. Earlier this year, the brand cleared out several of its official accounts, including Twitter and Instagram, to use these platforms primarily for sharing news related to the armed conflict in Ukraine.
This decision by Balenciaga reflects the broader trend within the luxury industry of reevaluating social media strategies. Some brands have opted for exclusive platforms, while others have redirected their attention to more pressing global issues. In both cases, brands are recognizing the importance of aligning their values with their digital presence.
Balenciaga’s departure from Twitter can be seen as a strategic move to distance themselves from the platform’s evolving policies and direction under new ownership. It serves as a statement of their values, highlighting their commitment to specific principles and causes. As social media continues to play a significant role in the fashion industry, the choices made by luxury brands like Balenciaga will continue to shape the landscape of digital communication.
Useful Links:
– Business of Fashion: Fashion and Luxury Brands Reassessing Social Media Strategies
– Vogue Business: Why Fashion Brands Are Rethinking Social Media
