Chiara Ferragni: «I am growing together with my brand»

«We have been growing so much. My goal was to create a lifestyle brand and we are succeeding, step by step. In the long term there may be a listing but first I want to focus on the brand’s potential». Chiara Ferragni’s ideas about the future of the homonymous label are clear. First, the consolidation of existing product categories, then the entry of a partner thanks to Bnp’s ongoing scouting and the potential future listing on the stock market. The brand, which is part of Fenice S.r.l. —to reach 12.5 million euros revenues in 2022 (+172% on 2021), with a 2.4 million euros EBITDA (+100% on 2021), a net result of 1.7 million euros (+113%) and an aggregate turnover of 61 million euros (+130% on 2021)— has been in recent days the protagonist of an event in Sciacca for the presentation of the SS 2022 collection with a focus on eyewear. Awaiting the opening of the new 950-square-meter Milan headquarters in Via Turati 27, which will become the brand's real headquarters in the second half of the year, as Chiara Ferragni herself anticipated to MFF.

In September 2021 you signed an agreement with Safilo for eyewear. How have these first months since the launch been?
The launch went very well despite being done in January, a not exactly hot month. We have made it to optical stores, where special windows were set up for the debut, and sales are doing very well.

Safilo's accounts and stock performance have benefited from the licensing agreement with your brand. Are you flattered by that?
I am always very happy when a personal project of mine or of the brand turns out to be successful. What we try to do is to choose companies to collaborate with and sign agreements, also thinking about mutual know-how and shared values. It is very nice to see how in the last two years all the projects have been successful.

How is the Chiara Ferragni brand evolving?
I am very proud because it has been growing so much. My goal was to create a lifestyle brand and we are succeeding, step by step. The new licenses have expanded all product categories and the brand is increasingly reflecting me and my mood. The sales campaigns, season after season, are going increasingly better and customers appreciate the work we are doing.

Will you have new headquarters soon? Are you happy?
I am very happy about this new milestone. Having the first real headquarter of my brand will be a dream come true. The whole Chiara Ferragni world will explode in the new spaces, and it will be the brand’s real home.

Which sector do you feel most confident in?
I feel particularly close to all the categories we have included because they originate from my passions. For example, I enjoy the kids line so much especially now that I see my kids wearing it. Accessories have always been a passion of mine, not only bags and shoes but also eyewear and jewelry have always reflected me.

How is beauty doing?
It is a very important project, which is 100% ours because we decided not to sign a license. It was the biggest challenge, but I am very happy because we were able to make a credible product that people in the industry like and that fully reflects me. It is an entirely Made in Italy product and its price is also fair. So many items are sold out both in stores and online. It is a sector I am very interested in, in which I am making products that are very much our own and to which we will add more.

It is also special that you have your own beauty line and you still work with brands as well...
I have always enjoyed mixing products from different brands. Since I have been working with Lancôme, I have been using their items and it is great that the brand recognizes that I have my own label. Promoting it and at the same time collaborating with them is the real way to tell my approach.

What do brands find in your way of interpreting them? What reassures them?
It is probably a mix. The fact that it is a recognized brand, that whenever we sign a new collaboration, it is because we are sure it will be successful. If something does not convince us 100% and we think it may not work, we prefer to give up on it.

Fragrances in collaboration with Angelini will also debut next year. This is a big challenge as well...
According to me, it is a big challenge because for a brand a fragrance is an extremely important product as it must refer to its world, to a sphere of values. We are in the early stages, and I cannot reveal anything yet, but we will definitely pay a lot of attention to it.

Are you planning more licenses?
We are good for now. Then we will consider other projects that may be in line and that we may find natural to pursue.

Will there be other partnerships in the food sector, like the one with Oreo?
We want to be a lifestyle brand so there will be other projects sooner or later. We enjoy ranging over other categories so in the future, why not?

What about a potential investor?
In January we announced that we mandated Bnp to search for an investor. It has been very relevant, we have received many expressions of interest, but we are still in the exploratory stage with several potential partners.

Is there already a shortlist of candidates that you particularly like?
I cannot say anything yet.

You make the stock market soar. What do you think of the Ferragni touch?
It flatters me so much and I am happy with how many companies have realized working with me can pay off, but also getting young people on the board of directors and the contribution we can make in certain positions. As a woman and as an Italian, I am proud to be able to make a difference by filling certain roles.

Recently you have also been part of the Generations project with Tod’s...
We shot it in early March and it was a fabulous experience. When you do things as a family, it almost feels like you are not working.

Is this the first project of those you will do as a Board member?
It is something we would have done even if I were not in this role. There is a lot of appreciation, I have always loved the brand. They want to talk more and more to the younger generation, so starting this initiative came naturally.

You said a goal of yours was the stock exchange listing, is it still?
It is definitely a goal of the brand, although I do not think about it in the short term because I want to grow this brand first before doing other operations. It is definitely a goal in the long term.

You said you will never do a fashion show for the collection. Are you still convinced of that or will we see you on the runway at some point?
I absolutely do not feel and am not a designer. I feel more like a creative director and Chiara Ferragni Collection represents my world, so I would really struggle to think of a collection to make a show about. It is a lifestyle brand and I prefer the idea of creating an event, an ad hoc experience. If we are talking about clothes designed by me to show on a runway, no. There are people much better at that than I am. To each his own.

Instagram, TikTok, and now everyone is talking about the metaverse. Are we going to see a meta-Ferragni?
I do not know, never say never. I am more for real experiences. As of now, I am not sure about it, then maybe I will reconsider. For me now, it is all more about experiencing something in an authentic way.

Do cryptocurrencies fascinate you?
Yes, but we have to see how they will do going forward, it is a new world. It will be good to see how it evolves.

Do you ever rewatch your film?Not recently but I have been rewatching it a lot over the last few years. It is just interesting to see how I have grown and how many
things I have been able to accomplish that maybe years ago I would not have imagined I could do.

How has fashion changed over the years? Are there any designers who have particularly revolutionized it?
So many. Perhaps Demna with Balenciaga and Jaquemus more than others.

Did you have a good time at the Met?
It was beautiful, I had a lot of fun. Then going there with Fede and knowing a lot more people than years ago when I went alone, it was definitely more enjoyable.

Did Fede enjoy it?
A lot. I think that Fede is quite relaxed while I am always a little more nervous about red carpet events.

And then you went to Mexico?
We stayed for four days with Nespresso to visit a coffee farm. It was beautiful, such an amazing experience. (All rights reserved)