Move Over Fashion Documentaries, the Era of the Influencer Documentary Has Arrived
Mega-influencer Chiara Ferragni is the subject of a new documentary slated for an autumn release date
In my former life, I was a fashion blogger.
From 2006-2012, I wrote a personal style blog that consisted of outfit photos, cataloguing outrageous thrift store finds interspersed with snippets of daily life. I was a teenager, experimenting with identity and style and figuring out who I wanted to be, albeit in a public forum. So I remember intimately when the ‘blogosphere,’ as we called it, shifted from being a community of teens who essentially kept public diaries to a place where people could conceivably make a viable living.
Chiara Ferragni’s The Blonde Salad was one of such blogs that cropped up during the shift. It wasn’t my cup of tea. Ferragni struck me as more ‘pretty’ and ‘thin’ as opposed to someone with interesting personal style, but what do I know, because she’s now insanely wealthy and the most successful lifestyle influencer on the planet. And like Diana Vreeland, Bill Cunningham and other legendary fashion figures who came before her, she’s also got her very own documentary coming out.
Directed by Elisa Amoruso, the docufilm will feature appearances from Donatella Versace, Jeremy Scott, and Maria Grazia Chiuri as well as academics and followers to tell the story of Ferragni’s historic place in the changing digital media landscape.
The documentary reportedly began filming at the time of Ferragni’s wedding in September 2018, which was one of the most impactful influencer posts in history and earned Dior (Ferragni’s wedding dress designer) the equivalent of $5.2 million in digital advertising dollars, according to Launchmetrics.
Influencers typically aren’t the most, um, transparent about their lives so it will be interesting to see whether the documentary will offer a raw, candid look at Ferragni’s life or if it will turn out to me more of a contained puff piece (a la the Beyoncé documentary).
Either way, considering Ferragni’s impact on the media, it’s sure to garner plenty of buzz.