Silence and Absence Strategy in Luxury Fashion Communication in the Digital Age

In the digital age, the strategies of silence and absence adopted by luxury fashion brands are examined in contrast to expectations of constant visibility and intensive content production.In an era where social media platforms compel brands toward engagement and visibility-based communication, prestigious brands such as Bottega Veneta, Celine, Loro Piana, and Brunello Cucinelli have developed an alternative communication method by reducing or transforming their digital presence. The literature reveals that digital silence can increase perceived value, contribute to the production of cultural capital, and strengthen brand desire. However, this strategy appears to offer a sustainable communication approach only for luxury brands with strong brand equity and institutional structure.