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Ferragni phenomenon: the (super) power of sharing

From entrepreneur to activist

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Chiara Ferragni was born in spring, could this be the reason why everything concerning her flourishes? On Instagram she has 23.3 million followers in continuous growth, much of her strength lies in the power of sharing. For years, in fact, Chiara has felt the need to share her passions and experiences, perceiving in this desire to show herself a certain potential and thus, in 2009, her blog was born: The Blonde Salad.

 
 
 
 
 
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Un post condiviso da The Blonde Salad (@theblondesalad)

Her philosophy will prove successful and will lead her to a career full of accomplishments: in 2014 she is judge of Project Runway, in the same year she becomes the first fashion blogger to appear on the covers of Vogue (Spanish edition).

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

In 2016 she became Pantene's global ambassador, Forbes included her in the prestigious “30 Under 30 Europe: The Arts” list and Mattel created a Barbie in her image.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

In 2017 she was named, again by Forbes magazine, “the most important fashion influencer in the world” and was chosen by Swarovski as testimonial of the Christmas collection, flanked by top models of the caliber of Karlie Kloss, Naomi Campbell and Fei Fei Sun.

In 2017 she was awarded in Rome as Top Digital Leader and in 2018 she was chosen as testimonial by Pomellato and Intimissimi.

In 2019 she starred in the documentary Chiara Ferragni - Unposted, directed by Elisa Amoruso and born with the intention of analyzing the media phenomenon around her figure, needless to say that it has collected records at the box office.

In 2020 she participates in the song “Non mi basta più” by rapper Baby K, a summer hit and triple platinum record.

Last strike? On 9 April 2021 Diego Della Valle announced Chiara's entry into the Tod's Board of Directors. Also in this case, the Ferragni effect was not long in coming and the company, listed on the stock exchange, immediately saw its shares take off in Piazza Affari.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

The fascinating figure of Chiara Ferragni, her undeniable entrepreneurial sense and her brand, recognizable by the iconic “flirting" eye logo, are so relevant that they have become the subject of study by Harvard University.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

In addition to her work successes as a self-made entrepreneur, Chiara is also very popular for her “private” life. In her life appears the rapper Fedez, convict was the verse of one of his songs, where Matilda, Chiara's beloved dog, is mentioned. The “strange couple” begins to tell their relationship naturally through Instagram, probably not yet aware of the strength of the media, of the affection but also of the criticisms they would then have to deal with.

Chiara and Fedez become one of the most social and popular couples on Instagram, they are inseparable and their union is sealed with a spectacular proposal, in every sense: the singer chooses the setting of the Verona Arena for his declaration and in Italy we talk about nothing else.

A few months later, the couple announced that Chiara is pregnant and, in 2018, the real and virtual worlds welcome little Leone Lucia Ferragni (the choice of the double surname strictly desired by her mother who, once again, demonstrates the will to send messages of revolutionary independence).

 
 
 
 
 
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Un post condiviso da FEDEZ (@fedez)

In 2018, the wedding, held in Noto, Sicily, becomes a media and marketing event with an estimated value of around 36 million dollars.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

On March the Ferragnez family expands and welcomes the highly anticipated Vittoria.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Blogger, entrepreneur, wife and mother but Chiara Ferragni today is much more. The power of sharing has become a real superpower, like that of the superhero Spiderman (called Fiaderman) so loved by her son Leone! Chiara today is also an example of humanity, a woman who uses her media power to share important messages.

Chiara and Fedez were fundamental in setting up a fundraiser in collaboration with San Raffaele, with the aim of creating new intensive care places in full pandemic emergency.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

In addition to the practical sense of emergency management and raising awareness of the importance of observing the rules, the couple is also owed a morehuman” contribution in trying to soothe the drama with irony and lightness, bringing followers into their daily life and family and even organizing concerts at home.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

The Ferragnez also joined theMilano Aiuta” initiative by preparing shopping and cycling around the city, providing food to families in difficulty.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Thanks to their civic commitment, the couple deservedly received an Ambrogino D'Oro, one of the highest recognition awards in the city of Milan.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Chiara has also recently been very vocal about the Italian vaccination plan, in particular the Lombard one, honestly denouncing an incident: Fedez's grandmother, who should have been vaccinated for months, receives the fateful call only after a Instagram complaint from the businesswoman who angrily replies: “If yesterday I was angry today I am even more angry thinking that grandmother Luciana, who had the right to be vaccinated for months, manages to enforce her right because someone is afraid that I could stir public opinion”. She then becomes the spokesperson for “the rights of the forgotten”: “And what about the other grandmothers who have the same right and don't have what will they do? I ask for the vaccine for all of them, for all fragile people, for all those whose rights have been trampled on up to now ”.

Yes, her media power now inevitably also has political relevance and evidently frightens those who have something to fear. In her long post she says she is embittered and angry, underlines the errors of assessment made in the fight against the Covid-19 emergency, asks the Lombardy region to wake up and launches an appeal to politicians: stop chit-chatting!

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Chiara also uses her platform to send strong messages of female empowerment. Last year she provided on his Instagram an analysis on the “role of women in 2020” addressing issues such as revenge porn and slut - shaming and emphasizing how the lack of female solidarity does nothing but cause further damage to gender. Going against other women also means weakening themselves, raising them will lead to strengthening.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

She also addresses the delicate issue of femicide, physical and psychological violence and the alarming fear of women to report harassment and abuse. “Let's not give up, let's ally, let’s report” Chiara writes.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Yet, sometimes sending positive messages and alliance is not enough, she herself is the victim of haters (often women) who condemn her every move. When she chooses to show herself naked, for example, she collects comments such as “What will your son say about you”- “But does Fedez allow you to behave like this?”. With admirable calmness, the entrepreneur responds thus to the umpteenth medieval controversy: “It is sad that so many women think it is normal for a husband to decide the contents they post" and adds “Choose to be with people who appreciate your freedom ”.

 
 
 
 
 
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Un post condiviso da Acrimònia Magazine (@acrimoniamagazine)

On June 7 2020, Chiara takes part in the peaceful protest of the Black Lives Matter movement in Milan, making her anti-racist position clear, proudly displaying her sign with the words “Fuck Racism”.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Another recent initiative worthy of mention is that of the solidarity Easter eggs signed by Chiara Ferragni and made by Dolci Preziosi, which were sold like hot cakes. The proceeds from the sales were donated to “I bambini delle fate”, a foundation that deals “with ensuring financial support for social inclusion projects and paths managed by local partners for the benefit of families with autism and other disabilities”.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Chiara's strength also lies in her fragility. It is not only followed for admiration but also for identification. Yes, because if her deeds are “one in a million”, some intimate details of her life and personality, which she has leaked in her virtual stories, bring her closer to her followers.

For example? Her choice to share the difficulties encountered in the last months of her first pregnancy was of great impact: “They were chaotic days - Chiara wrote in a post that portrayed her embraced in Fedez - on Wednesday we had a routine ultrasound and the gynecologist there reported that Leo is not growing as much as he should, perhaps because the placenta is aging and not functioning properly. He put me to rest in bed. I have to relax (which is why I canceled my work commitments) and I have to make two visits a week to be sure that Leoncino is well. Today we checked and the results are better, Leo is growing strong”

Her testimony gave a voice to women with similar experiences, resulting in exchanges of  advices and mutual support.

 
 
 
 
 
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Un post condiviso da Chiara Ferragni ✨ (@chiaraferragni)

Chiara was also fundamental in clearing up an issue that, unfortunately, in Italy, is often still a taboo: mental health. She has never made it a secret to rely on a psychotherapist, shedding light in particular on EMDR therapy, a treatment that does not erase personal memories but would eliminate the associated negative feelings. Mental health is essential to stay healthy and it is never talked about enough, we need a personality of her caliber to make this happen!

It is therefore clear that Chiara Ferragni's is now much more than an entrepreneurial success story, it is the story of a woman who has become a symbol who, however, had the ability to obtain “the unattainable” while preserving the appearance and recognizability of girl next door, showing that she really cares about those who live beyond that door, putting, whenever possible, her incredible media power at the service of noble causes.