Chiara Ferragni and the “Pandoro Gate”

Chiara Ferragni, the undisputed queen of personal marketing and glamour, has been in the news for the so-called “Pandoro Gate.” It all stemmed from the price of her luxury pandoro, sold for €72, a product that sparked fierce controversy online: criticism for the high cost, accusations of elitism, and the classic debate about the eternal gap between those who can afford a designer product and those who cannot. And then the story of the money to charity, which seemed to include all the proceeds from sales but, a communication “mistake,” actually covered – largely – a donation made earlier. To quell the controversy, Ferragni decided to donate €200,000 to the TOG (Together to Go) Foundation, which has been committed for years to supporting children with severe neurological disabilities.

With this gesture, the influencer sought to turn a commercial controversy into an act of charity. An example, perhaps, of how privilege can be put in the service of the common good. However, the question remains: is it right to resolve controversy in this way?

Un gesto generoso o una strategia di marketing?

The donation is undoubtedly significant, especially considering the concrete impact such an amount can have for a foundation like TOG. However, the timing is not to be overlooked. The move comes at the height of the media storm, when Ferragni’s name was on everyone’s lips for less than noble reasons. This raises questions about the authenticity of the gesture. Was it a genuine initiative to help those most in need or a calculated strategy to douse the fire of criticism and protect her brand value?

Then again, Chiara Ferragni is no stranger to skillful use of communication to build and defend her public image. Her every move, from social posts to entrepreneurial projects, seems designed to the millimeter to maximize visibility and consensus. In this case, the charity has also served to flip the narrative: from “symbol of unbridled consumerism” to champion of an important social cause.

Il Newyorkese – Numero 4: L’arte di ispirare il mondo

Check out the fourth issue of “The Newyorker,” in this issue: Cristiana Dell’Anna, Gabriele Salvatores, Giorgio Mulè, Chiara Mastroianni, Roberta Marini De Plano, Olga Uebani, Lello Esposito, Federico Vezzaro and more.


Acquista su Amazon

The controversy over the €72 pandoro is emblematic of a broader issue: the debate over luxury and affordability. Is it really outrageous for a designer product to be priced so high? Probably not. Luxury, by definition, is not meant to be accessible to everyone. We buy expensive products for what they represent: a status, an idea of exclusivity, a brand that tells a story. The problem, perhaps, lies in the narrative surrounding these products: the Ferragni pandoro has been presented as a symbol of charity, but the price makes it unaffordable to those who might, in fact, want to contribute to that cause.

In other words, there is an obvious tension between the altruistic message that the initiative wanted to convey and the economic reality of a product that only a few can afford.

Quanto è giusto tutto questo?

The question comes down to a deeper reflection on the responsibility of public figures. Is it fair that an influencer with millions of followers can “solve” a controversy with a generous amount of money? Perhaps yes, if we consider the positive impact that money will have. But it is equally fair to ask whether these gestures are not also a symptom of a system that rewards privilege and front strategies.

Chiara Ferragni turned an image crisis into an opportunity to do good, and for that she deserves praise. However, bitterness remains over the ease with which the debate over the price of a pandoro has turned into a media circus in which a charitable donation becomes part of the spectacle. It is fair to ask whether, in a world increasingly dominated by communication and the power of elites, gestures like this are really an act of generosity or yet another way to confirm a system that favors those already at the top of the pyramid.

In the end, it is not so much a question of 72€ or 200,000€. It is a reflection on how we want the privilege to be used. Ferragni did some good, but she also reminded us how the power of communication can, once again, solve everything with a perfect twist.

The article Chiara Ferragni and the “Pandoro Gate” comes from TheNewyorker.