The Original Influencer Chiara Ferragni on Her Approach to Social Media Success

Peter Lindbergh for Pomellato

On turning her following into a business…

A few brands started to contact me soon after I launched in October 2009. I then understood that having a big base of followers meant I could influence the sales of a product or increase the notoriety of a brand.

On how she chooses who to work with…

For me it is important to feel a connection with the brands I choose to work with and obviously I have to like them! When Pomellato called me, it was a great joy. I had just bought my first Pomellato ring from the Iconica collection and to be the face of such an important campaign is a source of great pride.

Courtesy of Pomellato

On the difference between bloggers and fashion editors…

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In general terms influencers convey their personal point of view whereas editors have to represent the point of view of a magazine. Editors are known and respected for having a knowledge and therefore an important opinion on specific topics, such as fashion, whereas influencers are known and followed for their lifestyle – that goes beyond fashion.

On switching off from social media…

Generally speaking I don’t feel the need to switch off from social media because I share my life through Instagram in a very natural and spontaneous way. When I don’t post for a while it’s because I am busy doing other things so I don’t feel guilty. I want to feel at ease with what I do.

On dealing with negative comments…

I read them but if they are not constructive I ignore them.

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On what the next five years will hold in store for influencers…

I believe every influencer will forge their own path. As for me, I would like more and more to be part of projects that convey a message and bring awareness to my own generation around certain themes – as with the Pomellato For Women campaign. Specifically I would also like to facilitate The Blonde Salad crew to allow my sister Valentina to grow as influencer with her own tone of voice. I would also like to expand my shoe label which today has three flagship stores in Milano, Shanghai and Chengdu.

Peter Lindbergh for Pomellato

The Pomellato for Women campaign features a group of like-minded women to both inspire others and highlight the importance of female leadership. 

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From: Harper’s BAZAAR UK