Danish fashion brand Samsøe Samsøe recently found itself in a technical dilemma that led to the temporary suspension of its Instagram account. The label broadcast its digital FW22 show presentation live on its Instagram account and all other channels during Copenhagen Fashion Week. However, after just 24 hours, the brand faced the closure of the account because some of the traffic was classified as spam.
After three weeks, the account is finally live again, but the momentum generated at fashion week, which would have led to much exchange and discussion, is over.
“The account closure meant a huge loss of reach during one of the most shared and popular presentations for Samsøe Samsøe, and we are deeply saddened to have lost momentum that we can never regain,” comments Samsøe Samsøe’s PR and Marketing Director Sofie Niebuhr in a press release.
“What also worries us is that all the hard work behind the production, with so many talented and professional people involved, has not received the recognition it deserves. We’re hoping to get that back now when we’re live again,” she added.
Since the suspension, Samsøe Samsøe had been trying to get the account back and answers as to why it was deactivated in the first place. This cannot be said with certainty as Instagram does not share this information. Not ruling out a cyberattack, the brand hopes the community will now continue to strengthen their ties to the label and encourages them to engage on Instagram so the algorithms aren’t affected too much.