“We’re turning everyday style into a movement, reshaping the fashion landscape to include everyone.” For those aiming for Instagram success, here’s an insider look at the minds behind the phenomenon—four young Italian women: curious, open-minded, creative, cheerful, and ambitious. They have not only mastered social media but also the art of blending street reality with digital prowess. Their Instagram sensation, ‘Milanesi a Milano’ (@milanesiamilano), is a haven for fashion enthusiasts, with nearly 1300 posts and over 148,000 followers – and the numbers keep climbing! So, who are these masterminds? Caterina Pacianti, Head of Partnerships; Martina Tronconi, Head of Digital PR & Communication; Cristiana Storelli, Events Manager; and Ilaria Polo, Head of Social Media.
The young professionals behind the Instagram sensation 'Milanesi a Milano' discussing during the talk at Istituto Marangoni in Milan
We caught up with them at a recent event hosted by Istituto Marangoni Milano, where they shared insights into their account, capturing locals as fashion icons. Join us as we delve into their journey and uncover the secrets behind their Instagram success.
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Far from being merely an Instagram account, Milanesi a Milano embodies a fusion of communicative necessity and artistic creation, focused on a “coolhunting” that captures the varied styles of the Italian fashion capital through unique shots of pedestrians.
Birth of @milanesiamilano: A Rainy-Day Revelation
Milanesi a Milano came to life on a rainy day, October 17, amid the lockdown. “I found myself lounging on my couch, mindlessly scrolling through various Instagram content from Parisiens in Paris (@parisiensinparis),” Caterina Pacianti recalled, “and, spurred by boredom, I decided to create Milanesi a Milano.”
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The focus was on spotlighting the street style of Milan’s citizens and capturing how they dictated fashion trends within the city, each echoing the unique socio-cultural ambience of its respective neighbourhood—be it Montenapoleone, Brera, or Moscova.
A moment from the conversation with the creative minds behind the Instagram account @milanesiamilano
Fashion Democracy in Milan: Celebrating Diversity on the Streets
“To us, Milan is a luxury melting pot that allows for the democratisation of fashion, embracing diversity not only in terms of styles but also across gender, ethnicities, and body shapes,” stated Martina Tronconi.
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In line with this ethos, @milanesiamilano never photographs individuals’ faces but focuses solely on their outfits, seeing them as forms of self and cultural expression.
“We never tag the people we photograph on the city streets, fully respecting their privacy and offering them the surprising ‘Wow’ effect when they chance upon their picture on our Instagram profile, thus evoking their feeling of being a fashion icon shaping trends throughout the city,” reinforced Cristiana Storelli.
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Diverse Founders, Common Passion: Shaping the Future of Fashion
Nonetheless, just as the districts of Milan differ, so do the founders of Milanesi a Milano in their jobs, career aspirations, and skills.
“We are not fashion insiders, but strategic communicators who leverage our experiences and skills learned at work in our social media endeavours with Milanesi a Milano, all fueled by our shared passion for fashion—a file rouge that connects us despite our differences,” emphasised Caterina Pacianti.
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She further delved into the time when top fashion magazines, including Vogue and Elle, began reaching out to them for digital and offline interviews: “The collaborations with these esteemed publications helped us strengthen the emotional connection with our community and stimulate the organic growth of our Instagram account, leading us to the present point where we’ve evolved into a PR consultancy agency.”
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And the best is yet to come, as Pacianti showed. “We now collaborate with top fashion brands and editorials such as Gucci and NSS magazine, even spearheading shoots like ‘Ti Odio Milano Ti Amo,’ a campaign we created as part of the NSS phygital project,” she stated, recalling the initiative celebrating the Milanese people’s complex and dual relationship with their city.
Istituto Marangoni Milano students delving into Instagram insights with the masterminds behind the renowned account @milanesiamilano
From Insta Sensation to Real-world Impact: The Future of Milanesi a Milano
But Milanesi a Milano doesn’t rely solely on collaborations with top brands or editorials and the active engagement of its Instagram community of more than 148k followers. It also benefits from a paid newsletter within its brand-owned blog, boasting over 4000 subscribers worldwide, delivering the latest news about fashion, art, and lifestyle.
The team behind 'Milanesi a Milano' during an exclusive talk at Istituto Marangoni in Milan
With this in mind, the founders of the Instagram account are committed to pursuing their dreams and expanding their presence beyond the digital world: “After COVID-19, people are yearning for more physical and empathetic one-to-one relationships. Since Milanesi a Milano always stands by the side of its people, we aim to fulfil their desires through offline events that spotlight emergent designers, granting them visibility to showcase their innovative creations. Additionally, given the uncertain future of digital evolution in social media, we find it imperative to expand into the realm of apps, creating our Milanesi a Milano app while also materialising our actions in the real world to draw closer to our community.”
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Their final message is clear and resonant: “Be brave. Do it with fear, but do it!” It’s a powerful call to action, urging everyone to join Milanesi a Milano in their mission to democratise the fashion scene, one step at a time.
Diletta Moschella
MA in Fashion Promotion, Communication & Digital Media, Milan