Fashion Season: in Paris with blogger Chiara Ferragni

CNN's Fashion Season, also available on FashionMag.com, finishes off its season with an "independent" view from Chiara Ferragni. 27 years old, she mixes designer dresses with Converse and above all has 2.8 million followers on her instagram account not to mention 5 million clicks per month on her "the Blonde Salad" blog.
Chiara Ferragni works for herself but is regularly wooed to sit in the front row at runway shows. "I am very natural with my followers. I never think twice when I am going to post something. If I take a picture and I like it, I'll just post it. And even if nobody likes it, I like it and I don't care. They share a blend of positive messages that come from all over and which could really create an impact in the fashion world," she smiles.

This unknown has certainly created an impact. Her blog started off as a hobby and has turned into a full-time business. She earns 6 million euros a year. Most of this sum comes from her shoe collection, with the rest resulting from advertising revenues, sales, commissions and advice given to brands.

Stylists want her in the front row because they know that her Instagram posts will create an immediate buzz. In Paris, she changes her outfit five times a day between runway shows, all while surrounded by a swarm of photographers. Louis Vuitton, Knight and Saint Laurent all look to appeal to her talent to tell the story of their brands on their own sites. They are aware that she perfectly understands their products, but also the language of the new digital era.

"Social networks are extremely important right now. They are a tool that is so powerful you can communicate with so many people at the same time. You can have fun and even those in the fashion industry can take part by being less serious," she concludes.