I am from Turin, ten years ago I opened a shop where I sold items made by independent designers and that I recently closed.
FROM THE BOUTIQUE TO THE WEB
Because the digital influencer activity became my main job, 100 percent, 24/7.
THE BLOG’S FIRST STEPS
While I worked at the store – You Store – I spent some time on the internet, on MySpace, Facebook, I promoted independent designers, the trips I made. Then I said to myself, why not? Why don’t I open a blog? So four years ago I started this blog called joujouvilleroy.com. I posted everything that I liked, and it then exploded.
IN MILAN FOR A LONG (AND SHORT) TIME
I’ve been coming to Milan since I was 15 when I used to take the train from Turin to come to spend my Saturday afternoons in Via Torino… But actually I’ve been a Milanese since September because I recently moved here.
A wonderful city that has everything that Turin doesn’t have.
MARKETING AND ADVERTISING
I have a degree in marketing and communication, I didn’t choose a master in fashion because I wanted to work in advertising.
A STOREKEEPER MOM
I opened the shop on my own, since I was little I have always worked as a shop assistant in stores. My mother has had a clothing shop for fifty years so this profession ‘ran in the family’. I started to work in the shop, which then became mine. The owners at some point didn’t feel like continuing. It was a single-brand shop where they sold their own creations.
And I said why not? This (happened) a month before my graduation. When I graduated, I’ll always remember, in the afternoon I said, ‘Okay, bye everyone. I’m going to work’. That morning I had closed the shop leaving a note that read ‘It’s my graduation day, so this morning I won’t be here’.
YOUR PATH, YOUR JOB
What’s great about this job is that it is 100 percent up to you. Therefore how you decide to share and communicate your path to others is up to you… Someone has a journalistic style, without pictures of herself but only inspirational images, and gives more importance to the text she writes. There are those who are dedicated only to themselves because in life they only want to be models and so every day they only publish photos of editorial shootings. Others that deal with lifestyle, and that’s what I do.
FASHION, TRAVELLING AND PHOTOGRAPHY
My editorial cut is lifestyle because it is all about my history, my trips, my passion for photography that I’ve always had. My pictures are always very accurate, with the right light and many other things. I think you can see that if you open my blog, or open my Instagram, my social networks… And then, because it has become a job, my works… My collaborations both as a model and as an art director.
INFLUENCER OR BLOGGER?
‘Digital influencer’ is better… Fashion blogger is a terrible thing that took us a long time to eliminate.
I haven’t been inspired by anyone or anything, I never thought ‘I want to become the director of…’ or ‘I am inspired by…’. No.
AN ARMY OF FOLLOWERS
It is a bit difficult to quantify followers on my social networks in general… Only on Instagram I have 404,000 followers.
INFLUENCER AND CONFLICTS
It is mainly a women’s field, so I think it is quite conflicting.
NEW RECRUITS AND JOURNALISTS
A little debate started because of the fear towards these, let’s call them, new recruits of this new digital job… Now I have to say that, speaking for myself, I have a wonderful relationship with them all. These are, in fact, the real satisfactions… Now all (journalists) have realized that what you have to say is also something intelligent.
HELP, THE GIRLS ARE COMING!
At first there was fear. You know, here comes a horde of new girls, pretty, well-dressed and people immediately think that they are stupid, that they have nothing to say or that they are parvenus. It is absolutely not my case. Sure I’m well dressed, and thank goodness, but with little…
RUNNING A MAGAZINE?
A new one yes, a magazine that has a history, a burden, seems a bit too much at this time.
WORK, RULES OF EMPLOYEMENT
You send me a nice email, I assess whether it is about a substantial collaboration or whether it is just about meeting for a coffee to see if there is the opportunity to do something together. In this case I’m the one who answers, but if it about something more I rely on a management agency in Milan, the Next, which is also in Paris, New York, Los Angeles and London, and with my agent I try to understand whether it is an interesting collaboration.
HOW MUCH DO YOU EARN?
It Depends… On the fact that I chose an agency and built a new relationship together, since it is a new kind of job for both of us and it has already brought interesting results.
This year I’m L’Oreal’s Italian testimonial, with a traditional advertising campaign coming out very soon.
Modelling is more effort that it is worth. There are so many tall, blonde, and blue-eyed models… They like me because… I… Sure, they definitely like my looks, but also my energy and positivity. And because of my personal history, digital and not.
It is something I’m starting to be interested in… I had a small part in Zoolander 2.
Making many videos, especially many productions, creating them in certain situations… And as an actress: there is a script, the works you do…
WHAT IS YOUR GOAL?
I’ve lately often asked myself that question because many things have happened. Therefore I will have to put the cards together again. I have now new activities besides the fact that I would love to try to make films. But, who knows…
If I want to dream big I would say Wes Anderson. With him I could just stand in a corner without saying anything, in front of pink wallpaper… I’d look good with wavy hair… Or I would love to act for Sofia Coppola, another genre, but still very interesting.
YOUR EXTRA SKILL
I think the fact that I worked. I did everything: the shop assistant, the waitress until late at night, I handed out flyers, I also worked at the disco…
GO-GO DANCER AT THE DISCO
I was in charge of the University nights out and a group of dancers. I obviously love dancing, so every now and then I couldn’t miss the opportunity (to dance), too.
FASHION IN MILAN
My fashion in Milan was undoubtedly that of Via Torino (when I was a kid). I remember Via Torino, I remember Purple and Frip. Wonderful shops. Purple unfortunately no longer exists, Frip is resisting… My shopping street wasn’t Via Montenapoleone, at that time I didn’t even know what a Chanel bag was, I’m saying this here in front of everybody… I was another kind woman: I used to buy Santa Cruz sweatshirts Globe shoes at Tre Esse, since all my friends were skaters and so I dressed alternative… Well, this is my story. Only after a bit of success I began to learn about Dior, Yves Saint Laurent, Armani…
The whole area around Piazza Cinque Giornate, Via Cadore, Via Spartaco. It is a fascinating area because it looks like Turin, with its Art Nouveau style, homes have high ceilings and wooden floors. The way I like them.
I risk something with this art direction of other brands in the digital field. It’s a risk, but I have to take it.
THE MOST COMMON MISUNDERSTANDING
That I have a huge wardrobe and I spend everything I earn on clothes. It is absolutely not true. Actually they lend them. But it is fine, I don’t want to fill the house with clothes. I have a legacy as a shop assistant, let’s call it that, I cannot spend a huge amount on an object. I come from another world, for years I was behind the counter, I’m not just a buyer, I know how things are made, where they come from, which price they have.
THE PRICE OF A PHOTO ON INSTAGRAM?
A fair one. If you ask my agent and he gives you his permission, then I’ll tell you. (Otherwise) I can’t…
THE BIGGEST SCREW-UP
The biggest screw-up is a horrible tattoo on my back. I have several tattoos that I’m proud of, I like them, I got them more than 10 years ago, actually much more than 10 years ago. Another one on my back is older and bigger, I screwed up with that one. No, you can’t (see it), It is down on my back… I would show it, but it is actually really bad. I got it when Maori tattoos were trendy in Turin, back then, at the time of the Murazzi, alternative music. Well, that was a huge mistake.
THE MOST ILLEGAL THING I DID
I snooped in the trunk of a car that had been left completely open, near a disco many years ago.
I haven’t had all my revenges yet. Just some, three or four…
Prejudice, envy, the general discontent, concerns…
THE MOST RECURRING MEAN COMMENT
That I’m a bitch. I’m a bitch with the people with whom one has to be bitchy.
WHAT PEOPLE NOTICE THE MOST
Surely the way I’m dressed, who accompanies me, back in the days when I wasn’t happily engaged.
I’M GETTING MARRIED
Yes, I’m getting married next year.
No… Having children at the moment is not my vocation. It never was, actually.
The last time I envied someone was probably Selena Gomez for Justin Bieber… These are the women I envy.