Chiara Ferragni takes control of her brand after her reputation crisis: «I have chosen to recover my story»

Start over. That is the objective that Chiara Ferragni (Cremona, Italy, 37 years old) has set for these first months of the year. After living one of the most commented reputation crises after the Pandoro Gate scandal – the sale of Christmas biscuits with false beneficial purposes that will lead her to the trial for fraud -, the creator of Italian content and businesswoman wants to reborn her ashes and rebuild the millionaire empire created about her image. The first step has already taken it: it has regained 99% of the actions of Fenice SRL, the company that manages the firm that bears its name. As she herself has told on her Instagram profile – where he accumulates 28.5 million followers – since Tuesday, April 29, he is the majority shareholder of the fashion company, jewelry and makeup that he founded in 2013 and which has more than 300 points of sale and two physical stores in Rome and Milan. «Today I want to tell you something: I have become the majority shareholder of the Chiara Ferragni brand. More information “This decision is a specific step. I have chosen to recover my story, without delegating, without pretending that everything is fine when it is not. It is to assume the weight and beauty of leading, deciding, changing. It is having freedom, for the first time, to carry out my brand and my name. I do not want to tell a fairy tale, the fairy tales do not exist. But I know that I am trying to build something new with effort, clarity and responsibility. which assumes all responsibility to try to refloat a brand that after the scandals of recent years has not stopped accumulating losses. The turnover of 2024 of Fenice – Company that manages its businesses – collapsed to less than two million, with accumulated losses of about 10.2 million euros since the beginning of the investigation of the Italian Prosecutor's Office, as reported last March media such as Il Correriero della Sera and the EFE agency, since the information is not in the public domain because the company does not quote on a stock exchange. Ferragni adds in his new message: «I will not tell you about a perfect rebirth, I can't even experience it. I will tell you the reality: made of ups and downs, imperfect. This is the only point from which I can start over.» Before this movement, Ferragni had 32.5%of the capital, while the remaining shares were divided by two partners: Paolo Barletta, which was 40%, and Pasquale Morgese, with 27.5%. It is an operation that has been forged over heat in recent months. In October 2024, the Italian newspaper Il Corriere della Sera published that the first one had expressed his desire to sell his part to the influencer. With the second they have not lacked the friction, so much that last March he voted against the recapitalization of Fenice and against the budgets. But thanks to the votes of Ferragni and Barletta, a capital increase of 6.4 million euros was approved. Now that he has regained control of his companies and his life after his separation from the Italian rapper Fedez, he only remains to recover the loss reputation. Considered as one of the most influential figures of social networks worldwide, at the top of popularity it had more than 30 million followers. After Pandoro Gate Estallase, this number was reduced in more than two million and also lost advertising contracts. Little by little it seems to be reconquering new users, although it is aware that it will not be easy to gain the love or credibility of the networks. Chiara Ferragni at the Goya Awards, on February 8, 2025, in Granada. 797 / David / Cordon presses normality can not yet return at all: on September 23 Ferragni will face the first hearing of the trial for aggravated fraud. The Milan Prosecutor's Office argues that the Balocco brand sold the pandoros with the Ferragni logo to more than nine euros (the triple of the usual price), ensuring that the income would be in full donated to the Regina Margherita Regina Hospital in Turin. However, it was known that this donation had already been previously made and, therefore, did not depend on the sales number of the typical Christmas sweet. Finally, the Creator of Content managed to reach an agreement with the associations of consumers who had sued her, according to which she was going to donate 200,000 euros in favor of an entity chosen by mutual agreement, and a fine of one million euros was also imposed, but the Prosecutor's Office maintained her accusation and continues to be charged by deceptive promotion with alleged beneficial purposes. This judicial process came at a convulsive moment of his personal life. Very shortly after the scandal, the breakdown of his until then husband and father of his two children was made public. «I said nothing, even when they left me from one day to another in a period of difficulty, when I struggled to get out of bed. I have heard that I had thrown him out of the house, but he never said that I threw him out of the house after discovering a betray media wedding. Currently, the relationship between the two is non -existent after reaching a divorce agreement in November. Despite having two children in common, the exmatization has continued to be sent indirect and accusations publicly.