MILAN- Tod’s extends the brand’s partnership with Chiara Ferragni through a communication campaign intended to celebrate the shared values of family, ethics and aesthetics.
Ferragni and his family – his mother Marina Di Guardo and sisters Valentina, who designs a line of jewelry, and Francesca – are at the forefront of the Tod’s Generations campaign, reflecting these values and the Italian lifestyle.
Photographed by Sean Thomas in a villa and its gardens on Lake Como, they are seen posing in Gommino loafers and carrying the Bow bag.
“The Gommino is one of the icons of Italian taste. I remember it from childhood and love the idea that it’s a timeless classic to be passed down from generation to generation,” Ferragni said.
The digital campaign bows out online on the afternoon of May 4th.
Ferragni has for years run ad campaigns and created capsule collections for brands ranging from Pomellato and Pantene to Oreo, to name a few.
Tod’s and Ferragni will make a donation to the “Bambini delle Fate” association, which supports families of autistic or disabled children.
In April last year, reaching out to a younger generation, the Tod’s Group appointed Chiara Ferragni as a member of its board of directors – a move that saw Tod’s shares soar on the Italian Stock Exchange.
“Chiara’s knowledge of the youth world will certainly be extremely valuable,” said Diego Della Valle, then president of the group. “Together, we are going to try to build solidarity projects and support for people in need, by raising awareness and involving more and more new generations in this type of operation.”
Ferragni, who attended the Tod’s show in February in Milan, partnered with the brand in 2017, creating the limited-edition #ChiaraLovesTods capsule collection, promoting it on social media through a short video showing her visit to the company headquarters in the Italian region of Marche. The capsule included a dusty pink version of the Gommino bag and the brand’s signature Double T Gommino loafers.
Ferragni has 26.9 million Instagram followers and makes a point of sharing family moments on social media, including life with her two toddlers and her husband, Italian rapper Fedez – supporting him most recently at through a delicate operation and his convalescence.
She develops her eponymous collection and mandates BNP Paribas to help her find an investor in the brand’s parent company, Fenice Srl. At the same time, she is President and CEO of TBS Crew, the company she founded in 2009 that manages her blog and The Blonde Salad business.
To learn more, see:
Chiara Ferragni on the power of influence and making a difference
Chiara Ferragni plans to sell a stake in her company to fuel its growth
Chiara Ferragni launches her first make-up range under her own brand