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The Art of Going Dark on Social Media

Kylie Cosmetics and Balenciaga are the latest brands to wipe their social media accounts ahead of a major launch. Here’s the logic behind the strategy and how to execute well.

instagram, balenciaga, kkw beauty, kylie cosmetics, bottega veneta — Brands ranging from Bottega Veneta and Balenciaga to Kylie Cosmetics have rethought their approach to social media. Instagram.

By

Alexandra Mondalek

13 July 2021

BoF PROFESSIONAL

Countless fashion and beauty brands push out hundreds of social media posts weekly, across Instagram, TikTok, Twitter and more. It was newsworthy, then, when a few brands went dark, ceasing to post new content or disabling their platforms altogether. Consumers and press alike wondered what to make of the move, which is no tech glitch, but a deliberate strategy that a handful of notable brands have adopted in the last few months.

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