Instagram is all about the beautiful life. Its aspirational devotees are attracted to the perfection they see in the flawlessly framed and filtered photos and videos. For most Instagram users, the carefully curated glimpses of their lives merely feed an illusion of perfection; the reality doesn't measure up. Serena Spinucci, however, is the real deal. Owner of 101ft Moonen Passepartout, a fitness enthusiast and a globetrotter, the stylish Italian has a lifestyle that is utterly Instagrammable. It's no wonder that she has managed to use the social media platform to launch a successful career as an influencer (@serena.spinucci). “It all started just for fun,” she tells me, speaking from her home in Lugano, Switzerland. “Then it evolved into a real passion and a job.”
“After having my second child, I founded a fashion startup with a friend of mine, based in California, that allowed me, sells a curated selection of made-in-Italy clothing and accessories produced by the same artisans that make products for the top design houses, such as Dolce & Gabbana, Hermès and Chanel. “It was very stimulating, but the business itself became less interesting for me and I was more and more focused on the social media side,” Spinucci says. “That intrigued me even more.”
