Fenice, the Chiara Ferragni brand’s parent company in which the eponymous Italian fashion influencer holds a 99% stake, has announced a “complete overhaul” of the brand.

The company’s 2024 financial statement will be approved by the end of June. In a press release, Ferragni said that “this restyling is part of our long-term strategic vision to revive the brand's positioning and strengthen its market presence.”

The influencer has fully underwritten a share capital increase for Fenice worth €6.4 million, thus taking control of the company in which she holds a stake of nearly 99%. The operation “shows Ferragni's determination and commitment to relaunching and growing the company, a unique example of female entrepreneurship in Italy,” and emphasises how “a successful celebrity can invest in

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