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Balenciaga has mysteriously deleted all of its Instagram posts this week, following in the wake of the “de-digitization” that Bottega Veneta began when it decided to evaporate all of its social media.

Not much is known yet, but the virtual exodus is expected to be due to the brand’s highly anticipated haute couture show, scheduled for 7 July. The upcoming collection marks Balenciaga’s return to the haute couture universe after 53 years. We think that perhaps, beyond following the de-digitization movement, what they are cooking up is a major reset on their social channels from one of the key moments in their history.

In addition to Instagram, the fashion house has deleted all the content from its Twitter and Facebook channels, emptying everything and leaving it as a blank canvas. We’ll have to wait until next week for the response to this drastic move led by Demna Gvasalia to come out (or not).