WHO IS CHIARA FERRAGNI?
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Chiara Ferragni Picture
Chiara Ferragni (born in 1987 in Cremona, Italy) is an Italian influencer, fashion guru and digital entrepreneur (CEO). According to Mindless Magazine, she is considered the first fashion Influencer in the world by Mindless Magazine (2020). Her fame began in 2009, when she created in collaboration with her ex-boyfriend Riccardo Pozzoli, her first personal blog ‘The Blonde Salad’, where she shared her interests and likes about fashion, beauty and travelling. She wanted to be famous, and after analysing internet trends, she decided to strategically dye her hair blonde, so to portray the common picture of stereotype fashion diva of a Barbie doll.
Her fame grew exponentially, in 2011 the magazine ‘TEEN VOGUE’ she was described as ‘one of the biggest breakout street-style stars of the year’ (Frankfort, 2011). That year she counted more than 12 Milion unique visits per month on her blog. From this moment on, her popularity soared.
Picture by Susan Young
In 2013 she moves to Los Angeles to learn every aspect of the fashion category, there she started to collaborate and pose for big brands, such as ‘Guess’ and ‘Levi’s’. After launching a shoe collaboration with the American stylist Steve Madden, she founds her brand named after her: the ‘Chiara Ferragni Collection’. At this point Chiara is not only an Italian blogger, she is now an international icon, a businesswoman, but mostly she is now an influencer. In 2015 her blog ‘TheBlondeSalad.com’ and her shoe brand reached Harvard Business School, whom has led a case study on her career (in 2017 the same case study was retaken and were included both her two companies). In 2017 her first ‘Chiara Ferragni Collection’ shop opened in Milan; now she has shops all around the World.
picture’s credit: https://media.robadadonne.it/galleria/apre-il-primo-store-di-chiara-ferragni-ma-occhio-alla-porta/
In 2018 she got married with the Italian rapper ‘Fedez’ (real name Federico Leonardo Lucia), with whom she has a son, Leone, and expect a new baby-girl. Since the marriage with Fedez, Chiara changed a bit the way she communicates online, and is now more family oriented. The couple have conquered a vast support: their engagement was broadcasted on the Italian national tv, their wedding is compared to the English Royal Wedding; they even have their own hashtag ‘#THEFERRAGNEZ’. In 2019, in collaboration with Amazon Prime, the movie-documentary ‘Chiara Ferragni Unposted’ about her life was released worldwide, granting her more media and social coverage.
But Chiara it’s not just a fashion influencer, she always looking for way to help and volunteer. The most emblematic case took place in March 2020, during the highest peak of Covid-SARS19 in Italy, when Chiara and her husband Fedez asked Italian citizen to support their Go Fund Me campaign, so to build a new emergency intensive care area for the Milan’s San Raffaele Hospital; the couple raised 4.5 Million Euros. On the 7th of December 2020, they were given the ‘Ambrogino d’Oro’ prize, which is an award from the city of Milan given to who stands out for their commitment for the community.
‘My intention was to create something that people loved to look at and they could find inspiration from, and that was it’
Ferragni (2018:0min16s)
CHIARA FERRAGNI’S AUDIENCE
Chiara Ferragni counts followers all around the World: as one would expect, a big part of her audience can be found in Italy, but she also counts millions of follower from The United States of America, Spain, France and from the United Kingdom. As mentioned before, Chiara Ferragni’s content can be identified in two main categories: fashion tips/content and, lately, family related content. It is important to highlight the fact that in Italy, in the past years, her fame has increase also thanks to her marriage with Fedez (an Italian rapper), and with the arrival of their son Leone. In Italy, millions of people (including myself) follow daily both the account of the #FERRAGNEZ couple, as they represent the perfect modern family and they are playfully called ‘The Italian Royal Family’. Her audience vary in age: the ones that follows the most Chiara Ferragni’ Instagram profile are the young people between the age of 18-24. These follow and interact the most with Chiara’s fashion content and also with her family related content, especially when it is about her son Leone, which has become a baby-icon in Italy.
WHY I CHOSE CHIARA FERRAGNI AS MY KEY INFLUENCER
Chiara Ferragni is the most Italian known Influencer in the World, and the Influencer that opened many eyes in Italy on this new online world.
I chose to analyse Chiara Ferragni because it has been now 5 years since I have started following her daily on Instagram, and along her, Fedez, her husband. I find Chiara’s work fascinating, because armed with make-up and a smile, she is creating a whole new way of communication and challenging all the old views on how a blonde-woman should act.
I think she is one of top Key Influencer in the World, because by being one of the first in the World to undertake this type of job and life, she is an inspiration for the new generation online. She doesn’t follow any rules, she creates the rules.
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