Social media star-turned-show mogul Chiara Ferragni doesn’t know how many selfies she gets asked for each day, but to witness her in action (agreeing to them politely, taking them herself for fans to ensure a expertly lit shot) is quite something to behold. She is a self-created international celebrity, bodyguards and all.
Naysayers may knock her as more of a marketing machine than true creative force, but her keen understanding of the transactional power of sharing herself with followers in exchange for shoe sales has made her business a unique success story. The Blonde Salad (as she is called) never stops (as she likes to remind on Instagram). Recently, she announced the integration of e-commerce onto her site and partnered with nearly 15 shoe brands such as Giuseppe Zanotti, Rene Caovilla, No. 21 and Giannico on exclusive styles.
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For spring ’17, she themed her collection around archetypal styles of her youth and whimsical motifs. “I had this idea to build everything around the shoes I used to wear when I was a little girl,” said the Milanese born and bred millennial, who was wearing a mini-tiara from Miu Miu to drive this point home.
“I wanted to do cute ballet flats like the kind I remembered.” Cute (and very twee) they were, in fairy-tale glitter, a go-to for the Chiara Ferragni Collection. A more grown-up version was done as a pointed pump in pink satin with ribbon wrap ties around the ankle. “This is my favorite, it’s very much my style now,” she said, stopping for a quick snap.
Ferragni is best known for her winking eye insignia. It was still there, but more subverted and toned down this go around. The most prevalent gesture in the line this season were galactic stars, which she said came from childhood stories. “There is just something about stars I am very drawn to. They are super enchanting,” she said, laser focused as more crowds swarmed. Whether the metaphor with her star status here was intended or not, she wouldn’t let on.
Click through the gallery to see more from the collection.