In early 2021, Bottega Veneta deleted all its social media accounts, causing its accumulated millions of followers to disappear instantly into the digital void. Daniel Lee believed that continuously producing the same content on social media did not nourish creativity but rather limited its development. For fashion brands, creativity is core, and luxury brands, in particular, need to steer clear of repetitive and superficial content production. Daniel Lee had no intention of completely relinquishing the power of shaping the brand image in the digital age. Its true strategy is revealing — Bottega Veneta aims to firmly grasp the discourse of brand creativity. By gathering creative individuals and defining the brand image through original content centered around its products, it seeks to take the lead. Choosing to deliberately distance itself from excessive distribution on social networks is a method to reclaim the brand's mystery. The author views Daniel Lee's move as a strategic shift back to the essence of luxury.