Chiara Ferragni, also known as “the Blonde Salad,” is often described as a prominent fashion blogger, with a huge social following, who has collaborated with major brands and fashion magazines. However, take a closer look and what do you notice?  Behind Ferragni’s fashion facade exists an intricate business model built entirely by creating a rock solid personal brand.

She has been named by Business of Fashion as one of the most influential personalities of the international fashion world. The credibility behind Ferragni’s personal brand stretches across the Internet and into the catwalks of New York Fashion Week. She’s invited to collaborate with top-tier design houses, including Dior, Louis Vuitton, Ermenegildo Zegna. These luxury brands know that if Ferragni takes one selfie it automatically reaches 3 million followers on Instagram and 215k followers on Twitter [Source].

Personal branding success begins with passion, and that message is clearly demonstrated to her social following. She has developed her personal passion project into an $8 million multi-revenue generating business. Her blog itself is an advertising platform, and her personal brand is the keystone supporting it.

The video above demonstrates how Ferragni has diversified her brand by creating a luxury shoe line. The majority of her profit is made here with prices ranging from $200-$800 per pair. As a marketing student and fashion-lover, it’s inspiring to realize that mixing passion and the Internet could result in such amazing success.