The official date is May 7, but Chiara Ferragni’s birthdays last on average the length of Indian weddings: between lunches and dinners, trips and stays in dream places, little parties and maybe even a real party, the digital entrepreneur celebrates usually for days, surrounded by a crowd of friends (to whom he gives great gifts Instagram opportunities) and, of course, family members – sisters first and foremost. This year the celebrations for 37th birthday of the digital entrepreneur began in Los Angeles, where she flew in the company of a large group of friends. “Where it all began”, reads the caption of a carousel set in the Californian metropolis where Chiara Ferragni lived at the time of her engagement to Fedez, and where their firstborn Leone was born in 2018.
Between an Erewhon smoothie – he is keen to make sure we read the label which refers to the coolest and most expensive organic supermarket in California – a dinner in Malibu and a walk on Venice Beach, Chiara Ferragni appears happy and smiling, proposing a version of herself which, in some ways, is a déjà-vu, that is, she who wears different outfits posing in the most instagrammable places in the city. Like in the times of Chiara Ferragni, queen of fashion influencers, pre-Fedez, pre-family, pre-Balocco. In truth, it’s hard to imagine her light and carefree as then, given the storm that has hit his reputation, his career and his married life in recent months. And it’s easy read the disillusionment among the followers’ comments: there are many who no longer believe in the authenticity of his publications.
Always controversial, the Ferragni ‘phenomenon’, the woman who transformed herself and her life into a brand, has caused rivers of ink to be spilled over the last ten years. But if before the universe was divided quite clearly between those who idolized her and those who hated her, entrenching themselves in often polarized positions, today there is a sort of collective reworking to understand who Chiara Ferragni really is, how much of her is authentic, and how much is artificial. With pandoro-gate (for those who need a recap, the entrepreneur was fined by the Antitrust for unfair commercial practice, i.e. having implied that the proceeds from the sale of the dessert she signed would go to charity), the ivory tower he had built collapsed and on which she had hoisted herself. Her reputation has suffered a serious, perhaps fatal, blow, so much so that her team is trying to heal it using expert advice.
Meanwhile, several companies with which he collaborated and for which he was a testimonial have disappeared one by one (Pantene is the latest in chronological order). This year she did not attend the Milan and Paris fashion weeks for the first time since The Blonde Salad, his debut blog. The only interview he has granted since time immemorial, the one with Fabio Fazio a That What’s the Time?did not see it shine through dialectics, and it did not serve to revive its credibility.
In the meantime, as all of Italy knows well, the separation from her husband Fedez: the two haven’t lived under the same roof for a couple of months. It was a short step from couple of the year to no longer following each other on Instagram, or at least that’s what they told their followers: evidently the crisis had existed for some time, perhaps since the last Sanremo, but the two continued until last to feed their content pages where they seemed to be the perfect and happy family, a little picture on which they had built a small media and commercial empire. At the moment there is no news of an official divorce, but the two constantly fly from one end of the world to the other (Miami and Coachella for him, Abu Dhabi, Dubai, Monte Carlo and Los Angeles for her) showing off their fabulous new single life. What they no longer show is the face of their children Leone and Vittoria, who since the separation have appeared in a few photos and only with their backs turned, a decision taken by mutual agreement to protect them in this delicate moment, after years in which their family life was at the center of the media story of the entrepreneur.
In short, it is likely that Chiara Ferragni’s 37th birthday will not be the most peaceful of her life, and that between one celebration and another various problems will arise. The choice to ‘go back to basics’ could reveal one temporary lack of prospects, a narrative void that, in the absence of the Ferragnez brand, he doesn’t know how to fill. Or the will to test the sentiment of his followers, reproposing to them the Chiara they had originally become passionate about. While waiting to find out if and how you will be able to recover, we wish you all the best.
Chiara Ferragni and Fedez, the Ferragnez’s love story from engagement to farewell
by Giulia Mattioli
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– 2024-05-07 06:36:05
