AIR. Chiara Ferragni (like her husband Fedez) is an “influencer” and as such she is either very much loved, or she is very hated. Beloved on Instagram (her favorite media); hated on Facebook where the “cringe”, or muggles, dominate (and having already written cringe is very cringe). And this phenomenon occurred again yesterday.
It all begins with a sudden visit yesterday morning by Chiara Ferragni to the Castello di Avio. The famous influencer, who enjoys over 24 million followers on Instagram, arrived at the manor, the Fai site, with just a couple of hours’ notice. Accompanying her were her staff and representatives of Falconeri, the cashmere yarn and clothing company in Viale del Lavoro, guests of the famous web star. In short: a business visit for the well-known textile company, and at the same time a mini-photographic set for the Apt Vallagarina.
The arrival of Chiara Ferragni and her entourage was foretold, as mentioned, by a phone call: after lunch at the castle inn, the influencer would have gladly visited the castle, an asset of Fai (Fondo Ambiente Italiano) of which she herself is a partner. The director of the castle, Alessandro Armani, immediately organized the entrance of the unexpected visitor, arranging a guided tour despite the fact that the manor was, like every Monday and Tuesday, closed.
Chiara Ferragni’s visit raised, as always happens when we talk about the most famous web personality in Italy, an important media echo: yesterday evening (but today the numbers may have already changed) the number of “likes” collected from the photographs of the Aviense visit posted on Instagram by Ferragni exceeded 152 thousand. But FAI’s publication on Facebook sparked a wave of mostly negative comments. From those who write “I will never come to the castle again” to those who criticize the “appearance” with a lot of private sponsors.
However, an exceptional promotional drive for the Castello di Avio, especially since Ferragni has dedicated several shots to the manor alone, focusing on some details of the frescoes or enhancing the splendid glance that can be enjoyed from the top of the keep.
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