The dramatic fall of Chiara Ferragni, Italy’s once most-celebrated influencer, has captured public attention, especially during the recent men’s fashion week in Milan. Once an unassailable figure with 29 million Instagram followers, her sudden and stark downfall raises critical questions about the fleeting nature of influence and reputation in the digital age.
Ferragni, a 36-year-old digital entrepreneur known for her personal branding and paid posts, was a pioneer in the Milan fashion blogging scene. Her journey from fashion blogging to documenting every aspect of her personal life, including her marriage to Italian rapper Federico Leonardo Lucia (Fedez), motherhood, and her husband’s cancer journey, garnered an immense following and admiration.
However, her world took a dramatic turn when she was accused of a charity fraud involving the sale of overpriced Christmas cakes branded with her name, allegedly to support a children’s cancer hospital. In reality, the sales benefitted Ferragni financially, leading to a criminal investigation for aggravated fraud and a class-action lawsuit. This scandal was a turning point, as followers abandoned her by the hundreds of thousands, and major sponsors like Coca-Cola and Safilo distanced themselves.
In an attempt at damage control, Ferragni reappeared on Instagram with a plain and somber apology, announcing a substantial donation to the Regina Margherita Hospital in Turin. Critics were quick to point out the incongruence of her appearance, further diminishing her credibility.
Her fall from grace was not just a personal debacle but also mirrored a broader societal critique. Italian Prime Minister Giorgia Meloni’s public denouncement of Ferragni–perceived by some as laced with misogyny– and others’ questioning of the ethical responsibilities of influencers, reflect the complex dynamics at play.
Ferragni’s case exemplifies the risks of reputational damage in the digital age, as noted by Rupert Younger, the director of the Center for Corporate Reputation at the University of Oxford. Her branded stores now standing empty despite steep discounts, is a testament to the swift change in public sentiment.
This saga underscores the precariousness of digital fame and the profound impact of ethical missteps on an influencer’s career.
