7 Luxury Italian Brands Using Influencer Marketing
Now that influencer marketing has established itself as a mainstay of social media engagement, its prevalence is spreading worldwide. From beauty and food, to tech and homeware, you’d be hard-pressed to find a brand without a hand in it, and now the luxury fashion sphere is taking notice. In the brave new world of influencer marketing, a bevvy of iconic houses, models-turned-influencers, and influencers-turned-entrepreneurs, are making their mark. Find below a list of seven such brands hailing from one of fashions oldest outposts-Italy.
One of the oldest and most esteemed luxury fashion houses, Prada has come a long way since it’s founding in 1913. The brand is known for their classic yet edgy designs and opulent handbags. Along with the more expectable influencer pairings on their socials, the brand made a splash during 2018 Milan fashion week by having AI influencer Miquela “at” their show (Via branded graphics and videos posted to her Instagram).
Another heritage brand, Gucci was founded in 1921. Known best for their iconic logo-bearing goods, the brand is a great example of using models, such as model and actress Ni Ni, as influencers. In this day and age, where the line between spotlight professionals (models, sports stars, etc.) and influencers is exceedingly blurry, it’s a case for staying relevant by sticking to the classics.
Newer on the scene with an inaugural year of 1978, Versace is nonetheless legendary. Known for over-the-top styles, this house utilizes another influencer marketing subset-VP as influencer. In the case of Donatella Versace, who has become a fashion icon in her own right during her tenure as Vice President of Versace Enterprises, she lends her own following to the house. It’s a lesson in synergy, and the importance of brand representation.
By far the newest endeavor on this list, the Chiara Ferragni brand is one to note. The reason? Ferragni started her social media career as an influencer. Now, with an impressive 16 million followers on Instagram, she has made the transition to entrepreneur and mogul. Her self-titled footwear brand can be found in major department stores worldwide.
Back towards the legacies, Valentino was founded in 1960. The house is known for classic silhouettes and playful designs. In the influencer sector, the secured a major boon when their rockstud heel became THE shoe of 2017, thanks almost entirely to its saturated coverage by content creators across Instagram and YouTube.
While this depart store isn’t its own brand per se, it is a cornerstone of Italian luxury culture. Founded in 1865, the establishment has no doubt stayed relevant by adapting with the times. This is most apparent on the brands social pages, which showcase sleek images and influencer collaborations. Most recently, they employed influencer Carlotta Rubaltelli in a partnership centered on Milan Fashion Week shopping.
Furla may have been founded in 1927, but the brand’s social feed is perhaps the most 2019-inclined. The lifestyle company plays it by the social media book with a clearly defined, color coordinated aesthetic, branded hashtags, and influencer spotlights. It seems old brands can indeed learn new tricks.