This time, what Chiara Ferragni, a digital entrepreneur who has been in dire straits in recent months, has to do the math is the Messenger. According to the drafting of the provisional balance sheet, the revenue losses of his Fenice Srl would be around 4 million euros. For this reason, writes the Roman newspaper, he would need liquidity and also new partners willing to invest in his brand, the eye with eyelashes: clothing, accessories, make-up and jewellery, a line for children. Everything sold well, and not cheaply. In June 2023 the value of Fenice srl was estimated at 75 million euros, but a few months later the Balocco case broke out, pulverizing reputation, sponsors and even revenues. How much did it cost and how much will it cost Chiara Ferragni? Still difficult, if not impossible, to quantify. But to say that business is not good is an understatement.
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More bad news, in no particular order. The partnership with the manager-friend-right and left arm Fabio Maria Damato could end with at least a six-figure settlement. In recent days, the Turin court accepted Codacons’ appeal regarding Balocco pandoros: consumer associations are ready to ask for compensation. In addition to Carlo Rienzi’s association, there are Adusbef and the Association of Radio and Television Services Users in line. In the case, the Milan prosecutor’s office has opened a case for aggravated fraud. In addition to the pandoro, there are also the DolciPreziosi Easter eggs and the Trudy doll. Safilo and Coca Cola were the first brands to terminate contracts with the influencer, followed closely by several others. What happened to Nespresso, Pantene, Morellato, just to name a few? On Chiara Ferragni’s Instagram profile you can’t see any prestigious brands, neither old nor new.
Chiara Ferragni breaks the silence on social media: “They were tough days”
In a preview of Selvaggia Lucarelli’s new book “Il vaso di Pandoro” we discover that for her latest looks – the latest posts are in total black or total white, all very nude – she relied on Ramona Tabita, the stylist of Elodie and Ghali. Even the social strategy has changed a little: moving or semi-moving videos are on Tik Tok, photos posed on Instagram, no children even from behind. Without going through the balance sheets, a look at the Instagram account of the Ferragni brand is enough to understand that times are not good: few new posts, few new products and an avalanche of negative comments. A change of look, no matter how glamorous, is unlikely to be enough to improve the fortunes of the lashed eye.