The fashion world has undergone major changes in recent years, especially in the way it communicates and shows itself to the world. The influencer has powerfully entered the industry, taking the place of traditional advertising. But what does it mean to be an influencer for luxury fashion brands today?

We talked about it with Silvia Caroline Schirinzi, an Italian professional influencer, who has been working for years as the face of Dior Beauty, and who has a lot of work to her credit in the fashion, beauty, travel and lifestyle sectors, and has also written a novel entitled "Dall’alto verso il cielo".

Influencer profession: not everything is as it seems

Silvia works between Milan, Turin and Paris. Although Milan is the Italian city for influencing , she has decided to stay and live in Turin, a people-oriented city, that makes her feel represented. But let’s face the truth: influencer is not an easy job even in a modern digitalized society; the fight against the prejudice is still real.

Silvia is a self-made woman who created her future with commitment and sacrifice. She shows the world how being an influencer means possessing a set of skills that are essential to do this job at its best, but also not compromising and having values. Being the face of a brand and creating content that reaches people's hearts and minds requires creative skills, attention to detail, a critical eye and ongoing training. You need to keep up to date, always be on the ball, be able to negotiate and learn how to manage budgets and time independently, have marketing fundamentals, and be able to observe and grasp the needs of your target audience.

Silvia what does it mean to you to represent a brand like Dior?

It is certainly an honor for me as well as a not inconsiderable responsibility. Working with La Maison Dior, Couture and Beauty branch, is a continuous source of inspiration for me, it represents me 100% through its elegance and femininity mixed with strength, consciousness and emancipation values.

As an Influencer you often participate to Italian and international fashion weeks and events. What are the main differences you notice between your compatriots and foreign colleagues?

The Influencer concept has a different vision and slant in each country. I noticed that there are much more open-minded States, which consider the digital world a real turning point, a game-changer profession, made of constancy, logic and skills in marketing. There is a competitive environment in Italy that tend to destroy the constructive message we have to spread among ourselves but also among those who follow us with affection and constancy. Supporting each other among colleagues is not common. But when it comes to compare myself with foreign Influencers and entrepreneurs, I noticed a subtle difference: we are all the same. If you are participating together at events or to press trips, you probably have been chosen critically. I root for meritocracy and mutual esteem.

Do you think that in Italy the figure of the influencer is well-deserved recognized?

As I said, I think that meritocracy is a fundamental concept, but unfortunately still very abstract. Especially in Italy. The criteria to be chosen, hired for a given position doesn’t respond to a fixed logic. They change according to the context. Certainly in my 12 years of work, I have also met many professional people who have been able to bring their sensitivity and empathy managing to best represent their clients and us Influencers. Abroad there is much more meritocracy and the Influencer figure is more recognized compared to any other job position.

Who is Silvia Caroline Schirinzi?

Silvia Caroline Schirinzi is an Italian Influencer and writer, born and raised in Turin, a city where she decided to stay even once she grew up and became a well-known face. Born in 1992, she began this career path in the year 2011 as a blogger, starting with her blog www.thebluelighteyes.com.

In Silvia's work background we find a role as a contributor for Vogue Italia Beauty, she was a digital ambassador for the TV program X Style TV and has in her portfolio clients such as Dior, Chanel Beauty, Chopard, Bulgari and Michael Kors Collection. Silvia, in addition to creating content for the fashion world, also collaborates with travel brands, such as luxury hotels chains. She is chosen and appreciated for her ability to do storytelling and to communicate with a niche audience, which is higher, both in age and affordability.

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