Mother of Leo and Vitto and digital entrepreneur. This is how one of the most followed influencers in the world defines herself on her Instagram account, Chiara Ferragni, who has also become part of the business elite of Milan. Diego Della Valle, president of the Tod's group, has decided to include her on his Board of Directors to bring the traditional Italian luxury footwear firm closer to younger consumers. Connecting with the audience is something that Ferragni is great at, a true likes machine for each of his images and also a machine when it comes to monetizing them.
"We are sure that Chiara's knowledge of the younger audience, combined with the experience of the board members, can create a group with a thought focused on the young generation, which now more than ever should be heard", Della Valle said about this agreement. The Italian businessman announces the joint development with Chiara of solidarity and support projects for young people "creating awareness and involving the new generations more and more in this type of activity."
For the influencer, recent mother of her second child with rapper Fedez, the beautiful girl named Vittoria arrives with a loaf of bread under her arm. For her, joining Tod's means "transferring to the world the voice of my generation through one of the icons of Italian excellence in the world".
Although the incorporation of Ferragni to the board of a luxury fashion business group such as Tods is not a frequent event, it is, and increasingly, the approach of the firms of the fashion aristocracy to celebrities more active in the networks, to elite athletes and avant-garde artists, beyond advertising campaigns. They want something more than their image. This is how capsule collections designed by these personalities, video clips, fashion films and other artistic collaborations are common, rejuvenating traditional brands and connecting them with digital audiences.
To define Chiara Ferragni only as an influencer is to fall far short. She is an active digital entrepreneur who collaborates with countless brands and also owns her own Chiarra Ferragni Brand, in whose e-shop she sells everything from t-shirts with her logo (an eye with long eyelashes) for 125 euros to coats, bags, cosmetics, baby cashmere rompers for 295 euros (like the one that little Vittoria has already worn on IG) or packages of Oreo cookies, among many other things, many of which are sold out.
Pink is her favorite color and her family life makes up the best marketing campaign. She is nice, close and natural, the same empathizes with the mothers showing the milk stains on her shirt, a consequence of breastfeeding, as she poses with her parents, sisters and her children in everyday scenes touching She also does it with her husband, the Italian rapper Federico Leonardo Lucia, known as Fedez, with whom she has formed the self-styled Ferragnez, a symbiosis of their last names, a family of handsome men.
Tod's is famous for its 'Gomminos' shoes, the world's most famous and imitated loafers in soft supple leather with rubber spike soles, and its collection of designer, high-end leather garments. The Milanese group also belongs to the brands Hogan, Roger Vivier and Fay.
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