I watched “Chiara Ferragni Unposted” during the Christmas holidays and I decided to write a post about it.
When the documentary film, directed by Elisa Amoruso, premiered at Venice International Film Festival last September, it didn’t receive good reviews in Italy, and it wasn’t surprising. I think it’s difficult, for people who don’t know social media and how they work, to understand and acknowledge Ferragni’s success. Influencer and digital entrepreneur are terms belonging to a world many people refuse to accept, sometimes for a mere age thing. I once read that “an old world must give away for a new one to be born. People generally do not let go of their old, predictable world without a fight”. This is so true. The world of fashion has changed a lot during the last few years, thanks to or because of Instagram. Print media are going through a crisis; journalists who once mocked fashion bloggers had to make way for them at fashion shows. Magazines are shutting down one after another, TikTokers are becoming famous. Who saw that coming so fast?
In the middle of all this, “Chiara Ferragni Unposted” arrived on Amazon Prime Video and Ferragni’s beautiful face was on the billboards of half the world.
Director Elisa Amoruso discreetly followed Chiara, her husband Fedez (stage name of Federico Leonardo Lucia), and their family during her daily life and work things. She also edited some of the Ferragnis’ (not Ferragnez) old holiday movies, showing Chiara (not blonde, yet) and their sisters during their travels. So you will see people like Maria Grazia Chiuri, Jeremy Scott, Diane von Fürstenberg talking about Chiara or to Chiara in the backstage of a fashion show and the Ferragni sisters vacationing and having good time, filmed by their loving mother Marina Di Guardo.
I once read you can’t understand Chiara’s success without knowing her mother Marina and the way she raised her daughters. Many detractors think Di Guardo raised her girls with too much self-confidence and so Chiara, Francesca and Valentina have a kind of distorted perception of themselves. In any case, for my part, I think Marina Di Guardo did something every mother should do. She instilled self-confidence in her children, and self-confidence is a huge gift. Having to work on it, which is possible, is not the same of having it since an early age.
Whether you like Chiara Ferragni or not (for the record I’m not a fan of her but I think highly of her as an entrepreneur), it’s undeniable she had a vision. And that vision led her among the most influential people of fashion business. Both fans and haters made this possible.
“Some loved me, some hated me – but they all followed me”. – Chiara Ferragni
Beautiful, wealthy, successful, loved. I think it’s beyond hypocritical that many people don’t understand, or pretend not to understand, why so many girls and young women want to be like Chiara Ferragni. Our society, Italian society in particular, still prefers women who aspire to be wives and mothers and, as one of the most famous hosts of Italian television recently said, to stay a step behind a man. Italy doesn’t like self-made people, most of all if they are women.
“Chiara Ferragni Unposted” shows that a girl with no particular talent, with no particular skills, but with the iron will to do something meaningful can do something meaningful. The raise of social media with all the opportunities they brought, a well-off family, a supportive mother, good looks, a smart boyfriend were the perfect ingredients of Ferragni’s success. Many people say that when you are rich (which she’s always denied) you can easily do everything. But how many rich girls did what she did? How many rich women just bask in their own money, with no ambition at all?
“In a few years, we might not still be into Instagram, but hopefully I’ll be into the next thing and have fun do it.” – Chiara Ferragni
If you follow Ferragni on social media, I think you won’t get to know more about her from Amoruso docufilm, except (maybe) what happened (according to her team) between her and Riccardo Pozzoli about the stakes of her company. At least I didn’t know and I’d like to know his side of the story.
If you like fashion, and if you’re reading this post it’s likely you do, you should watch “Chiara Ferragni Unposted” because catching a glimpse of fashion business from the inside is always interesting. You can watch it as if it was an episode of “Gossip Girl”, but without all its surreal drama. The beginning makes you think indeed of the credits of “Beverly Hills 90210”, with Ferragni driving a convertible car under the sun and the palms of Los Angeles.
I enjoyed watching Elisa Amoruso documentary film, I even would watch it again. But what about you, have you watched it? Did you like it? Did it inspire you? Tell me with a comment!
The preview photo is via Chiara Ferragni Unposted Instagram official account.