From the Ferragni case to the Strazzer case: when reputation becomes the true brand
In recent years, influencers have evolved from simple content creators into full-fledged brands. With millions of followers and multimillion-dollar collaborations, they have shaped trends, consumption habits, and communication styles. But 2024 and 2025 have marked a turning point: reputation, more than popularity, has become the real currency. And when trust wavers, even the most solid empire begins to creak.
The Ferragni case: the domino effect of a trust crisis
The “Pandoro-gate” that hit Chiara Ferragni was a watershed moment. Italy’s Competition and Market Authority sanctioned her companies and Balocco for unfair commercial practices related to the “Pandoro Pink Christmas,” marketed as a charitable product when in reality the donation had already been made months earlier by the producing company.
The blow to her image was immediate. The queen of influencers found herself at the center of a firestorm of criticism from the public and media, both national and international, framing the episode as an emblematic case of inconsistency between declared values and actual behavior. But the damage wasn’t only reputational. The Antitrust fine exceeded €1.1 million, while the impact on connected companies was even more severe: TBS Crew saw revenue plummet from €17.6 million in 2023 to just over €1.3 million in 2024, recording a net loss of over €2 million, while Fenice S.r.l. slid into a deficit of nearly €7 million in 2023, with total losses exceeding €10 million by 2024. Recapitalization was even considered to keep the brand alive.
The Ferragni case clearly shows that the bigger the influencer, the more fragile the foundations can be if built solely on storytelling rather than consistent values.
The Strazzer case of Amabile: the unfulfilled promise
If Ferragni represents the fall of an established figure, the case of Martina Strazzer, founder of the brand Amabile, shows how emerging brands can stumble in similar ways. After publicly celebrating the hiring of a pregnant employee as a symbol of inclusion and social awareness, the company did not renew the contract, triggering a wave of controversy.
Legally, there was no violation, but reputationally the damage was evident. The community that initially supported the brand became the primary source of criticism, amplifying accusations of inconsistency and questioning the authenticity of the communicated values. This episode demonstrates how thin the line is between a value-driven marketing initiative and accusations of “purpose washing.”
Purpose washing and shifting public sensitivities
Consistency is now central. Consumers, especially Generation Z, no longer passively absorb advertising messages but demand transparency and verify the concrete actions behind a brand or influencer. According to a 2024 Deloitte analysis, about 70% of young people abandon a brand perceived as inconsistent or inauthentic.
Purpose washing, the practice of declaring values without backing them with consistent actions, has become a major risk factor in communications. From greenwashing in fashion to inclusion campaigns perceived as opportunistic, digital communities have shown they are ready to expose and criticize. The audience is no longer a passive spectator: they monitor, comment, spread alternative messages, and can destabilize even the most solid brands.
The evolution of the influencer phenomenon
Metrics confirm this trend. Macro-influencers, those with over a million followers, now register an average engagement rate below 1.5%, signaling a growing disconnect with audiences. In contrast, micro and nano influencers achieve more substantial results, with engagement rates exceeding 5%. For brands, this means visibility alone is no longer enough; the ability to convey authenticity and trust is key.
This is not a phenomenon limited to Italy. In the United States, beauty giants like Glossier and Sephora have scaled back collaborations with digital celebrities to focus on broad networks of micro-creators, while in France and Germany, local campaigns with niche influencers have generated higher returns than those with global ambassadors. This indicates a structural shift in the industry.
The new era of transparency
The decline of influencers does not mark the end of an era but a transition. Popularity alone is no longer sufficient: transparency, responsibility, and the ability to engage authentically with one’s community are essential.
For brands and communication agencies, the lesson is clear. Choosing a spokesperson cannot rely solely on follower counts; it must consider the solidity of their reputation and their capacity to withstand crises. In a market where trust is the most valuable resource, true influence is measured not in followers, but in credibility.
Future outlook: what to expect in 2025-2026
The influencer marketing market is not in decline, but in transformation. According to Statista, global spending will exceed $44 billion in 2025, with growth projected to surpass $80 billion by 2030. In the U.S., Emarketer estimates over $10 billion in 2025, up nearly 24% from the previous year.
Growth will focus on micro and nano influencers, perceived as more authentic, while brands will prioritize long-term collaborations and transparency of results. In a sector that continues to expand, the real challenge will no longer be appearing popular, but remaining credible.
