Influencer Chiara Ferragni and her family pose for Tod's

A good dose of People, a touch of humanitarianism: the duo should prove to be successful for the latest Tod’s advertising campaign, called Tod’s Generations.

The famous Italian fashion house has called on the famous influencer and entrepreneur Chiara Ferragni and her family to embody it. In April 2021, she joined the Tod’s board of directors. The 34-year-old designer has managed to attract more than 22 million followers through her fashion blog The Blonde Salad. She is considered the most powerful influencer in the world by Forbes magazine.

In the Tod’s Generations campaign, she uses her mother Marina and her sisters Valentina and Francesca, who are just as photogenic as she is, to “celebrate”, according to the House, “their ethical and aesthetic values: a sense of family and empathy”. And all this in the green and enchanting setting of a typically Italian villa on Lake Como.

Dressed in Tod’s, the four blonde creatures pose together, interacting “with objects that transcend fashion and time, timeless but still contemporary, such as the Gommino and the Bow bag”.

The Gommino in the spotlight

The “Gommino”, the famous moccasin with spikes that made the brand’s reputation, is available in all colours, as a major element of the story, “intrinsically linked to the lives of the protagonists and transmitted from generation to generation”. While the Bow bag, which also features the famous picots dear to the brand, also enlivens the visuals like so many little colored dots.

“Il Gommino is one of the icons of Italian style, I remember it from my childhood and I love the idea that it is a timeless classic, passed down from generation to generation,” explained Chiara Ferragni.

Beyond the icy photos, the influencer and Tod’s also wanted to send a message of generosity. They announced a donation to the association “I Bambini delle Fate”, a non-profit organisation that supports the education of families with autistic children or children with other disabilities.