Chiara Ferragni/Pomellato

MILAN Pomellato is expanding its Pomellato for Women campaign with the arrival of Chiara Ferragni, who will be the Milan-based jeweler’s ambassador for 2018.

The new images by Peter Lindbergh are to be unveiled in Paris on Jan. 24 during the city’s Couture Week and both Ferragni and the photographer are expected to attend the event at the Italian Embassy. Pomellato will roll out the campaign in the spring.

“This is the logical next step for Pomellato for Women, which includes women who have forged a personal path with intelligence, character, strength and the drive to be independent, with a contemporary vision of the world,” said Pomellato chief executive officer Sabina Belli. “Chiara is contemporary but she is a new kind of woman who is an entrepreneur, and she is now also chief executive officer of her company. At the same time, she has a personal life and different interests. She is not detached from reality, she integrates her own work in her daily life, which she shares with a public that is close to her. We as Pomellato are interested in her as she completes that woman, who has transformed her way of working into being.”

The Italian jeweler, controlled by Kering, launched the Pomellato for Women campaign in 2017, the year of the company’s 50th anniversary. Ferragni follows artist Anh Duong; brand adviser Helen Nonini; nutritionist Rosemary Ferguson; art curator Caroline Corbetta; writer Pihla Hintikka, and model, artist and photographer Larissa Hofmann, who had also been photographed by Lindbergh. However, while the 2018 images only portray Ferragni, this group of women continues to be represented in the campaign’s videos on social media. Pomellato, said Belli, associated itself with “real women who are extraordinary, each in their own field, and with very distinctive personalities.”

“Chiara expresses her way of being a woman today and one must ask how do you arrive to top 11 million followers but at the same be part of new female world?” wondered Belli. “I see a number of characteristics in Chiara that are universal, such as the desire to accomplish something in life, to be independent, to express herself in an intelligent way and be recognized. There is a form of narcissism that she allows herself when she shares her life with her followers — and she is beautiful.”

Ferragni said she was especially pleased to work with Pomellato because it was one of the brands she grew up with. “I remember their ads — always very chic and not conventional in Milan. It’s a label that is close to me. My father once gave me a lion charm from Dodo [Pomellato’s other brand] for Christmas,” she said, adding that she also found it “exceptional” to work with Lindbergh for the first time. “The shoot was done with natural light, just as I like it. And in black-and-white, which I find timeless, with a special allure. The photos were already perfect in the camera.” The shoot took place in Paris in December — a “special moment,” said Ferragni, who is expecting her first child and has just become ceo of her company.

As reported, the influencer-blogger-designer-entrepreneur-consultant has added yet another role — that of president and chief executive officer of her company, TBS Crew Srl, which comprises a talent agency, representing Ferragni and her younger sister Valentina; the management of all activities of The Blonde Salad, created by the eldest Ferragni in October 2009 as a blog and is what she calls a “lifestyle blog-azine” and an e-store of limited-edition capsule collections, and a production company that produces digital creative content in support of the sisters’ activities and of the blog-azine and is representative of their taste. Her other business is her footwear line Chiara Ferragni Collection, which has been expanding with capsules, some apparel looks and a brick-and-mortar retail strategy.

Belli said she expected Ferragni’s presence to resonate, and perhaps appeal to a younger customer, but was quick to point out that she was “dubious about the age issue. I see the generation of my daughters that have aspirational women muses and idols who could be their grandmothers in terms of age, but who are very influential. Oprah [Winfrey’s speech at the Golden Globes] touched any generation of woman, it’s not about the age, but about the expression of intelligence.”

Belli also emphasized that this was “a philanthropic campaign, celebrating women. The question of women’s rights is very much alive again today, the question of education, access to work, against domestic violence. Issues have not been solved.” The company will launch videos under the #pomellatocaringforwomen hashtag.

The company is also presenting a book by Rizzoli Publishing titled “Since 1967,” a reference to the year of its foundation by Pino Rabolini, and illustrated with photos by the likes of Helmut Newton, Lord Snowdon, Herb Ritts and Gian Paolo Barbieri. Also, Pomellato will sponsor “Italiana. Italy Through the Lens of Fashion 1971-2001,” an exhibition and a book conceived and curated by Maria Luisa Frisa and Stefano Tonchi, to be unveiled on Feb. 21 and beginning during Milan Fashion Week.