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Chiara Ferragni: From Digital Pioneer to facing Scrutiny
Chiara Ferragni, 36, with nearly 30 million followers on Instagram, found herself under intense public scrutiny in March 2023, as highlighted by a profile in Le Monde. The attention stemmed from a television appearance on the Italian program “Che tempo che fa” (translated as “What time is it?”), which has as moved from the public broadcaster RAI to the private channel Nove. The segment featured a retrospective of her life and career, prompting reflection on her impact and the pressures of maintaining a carefully constructed public image.
The Rise of an Influencer
The television segment showcased Ferragni’s evolution, from her early days with brown hair to her signature blonde look. It depicted her ascent as an entrepreneur,her appearances in fashion magazines,and her luxurious lifestyle. Notably, the program juxtaposed her appearance with that of a survivor of Libyan torture centers and the father of a femicide victim, followed by her receiving a medal from the city of Milan for her role in raising funds during the COVID-19 pandemic. The climax of the montage featured her 2023 performance at the Sanremo music Festival, where she wore a show-stopping Dior gown.
The Oppenheimer Comparison and the Weight of Influence
The show’s host,Fabio Fazio,likened Ferragni to Robert Oppenheimer,the physicist who developed the atomic bomb. The Atomic Heritage Foundation provides a detailed biography of Oppenheimer and his work. The comparison highlights the immense power Ferragni wields through her online influence – a power that, like Oppenheimer’s creation, carries notable responsibility. Ferragni has built a highly lucrative business model centered around sponsored content and leveraging her personal life for marketing purposes, involving her family, including rapper Fedez and their two children.
However, the article suggests that this carefully constructed empire is facing challenges. The “trembling edifice” refers to growing scrutiny over her marketing practices and the potential for a decline in the authenticity that initially fueled her success. In late 2023, Ferragni faced criticism and legal investigations regarding a promotional campaign for a charity initiative, raising questions about clarity and potential misleading advertising.
