Eleonora Carisi is one of the most interesting names of the fashion system.
Her success began in 2010, when she rides the wave of blogging by creating Jou Jou Villeroy: immediately, she becomes a style icon, a reference figure, which quickly made her one of the most influential fashion bloggers in Italy. Her notoriety, enthusiasm, and strong sense of fashion have led her to collaborate with important fashion brands and lifestyle magazines, right up to today: a successful entrepreneur who creates online contents for brands and companies through her agency, Grumble.
Eleonora is a woman who built her career on her own, with a lot of determination and a strong intuition that has always led her to be one step ahead of trends, both in the field of fashion and communication.
What continues to fascinate us, and keeps us glued to her Instagram profile, is her impeccable taste and her linear and clean aesthetic, which are reflected in every shot and project that see her name. Eleonora talks to us about her job and the future of fashion communication, in an exclusive interview with Wait! Fashion.
Hi Eleonora, thanks for your availability. Tell us about your beginnings, what led you to create your blog “Jou Jou Villeroy”?
JouJouVilleroy was born as a personal need when I opened the reality of YouYouShop, a concept store in the center of Turin in 2006. The need to have a platform in addition to MySpace where I could tell the store’s news, emerging designers and their new projects. It was the dawn of blogging in Italy and I thought it was the most suitable platform for product sponsorship and it met my need to put together long texts and more photographs.
Your blog has given you incredible visibility, how has your career perspective changed over the years?
The blog gave me a lot of visibility at the time even though I already came from a good number of followers on Myspace where I was the girl with the pink wig. Structuring myself – although in my small way – with the blog I was able to open a bridge between my small Turin shopkeeper and a more international reality like the one of Milan. The perspective changed only when they called me from Grazia Magazine to write fashion articles as a freelance. Since that moment many perspectives have opened up mainly for my person and less for my concept store, which I then closed about 6 years ago.
Is it correct to call you an influencer? How would you define yourself?
It is correct, because I am an influential person in the fashion and lifestyle market, who through advices, lifestyle and visual projects contributes to the growth of a given market of interest. It is also correct to say that today I am a Creative Director, in the true sense of the word and not thrown at random (I really care about not be out of place). I have an agency since 4 years that deals with communication, digital strategies and specifically I am the creative director of the projects in which I am involved: from photo shoots to press campaigns, up to brand creation projects.
Few years ago you founded Grumble Creative, what do you do?
Ups, I had already answered a little earlier. Grumble Creative, which is just 4 years old, is a communication agency that was born with the desire to put knowledge in digital projects that were becoming increasingly popular within companies, but with an approach that was too familiar and superficial. Today Grumble, in addition to the total management of realities such as The Mandarin Oriental in Milan (of which we take care of image, productions, campaigns, various ideas) deals with other realities or has dealt with other realities both for short-term photo / video productions such as Chanel for the launch project Gabrielle Bag, YSL Beauty with Benedetta Porcaroli, Fay Brand, Blumarine up to longer-term realities such as MO_Milan passing through Ontherapy (oncological products that help people in therapy to overcome the difficult everyday life) to end up managing a new market slice that we have already developed in the creation of 3 beauty brands for some new customers.
Tell us about your second Instagram profile, @specchi_amoci. What is the reason for the choice to open a new profile?
Let’s think that in reality it will be my tenth profile haha because I have a very private one that I am really proud of, then I have @emotivamentescossa my future editorial project which has already seen light for some with the #emotivamentescossa, then the management of Grumblecreative and Grumblemanagement, is therefore my sixth profile! A phone isn’t enough for me.
Specchiamoci was born because like everyone I take a lot of pictures in front of the mirror, but I rarely post them because on my profile I have an aesthetic that doesn’t leave much room for more easy-to-go photos. So I said to myself why not please my followers a little bit, who like my photos as soon as they wake up, my looks less set and I don’t open an Instagram with all these photos? I called him @specchi_amoci thinking then of the concept of loving each other even in front of the mirror, of self-love together with # sentirsi belle è un obbligo.
In some interviews you said that “blogging is over”. What do you think is the job of the future?
The primordial concept of blogging is over because people not only don’t have (better they had seen the period we are facing) more time to read, but now they have a mindset linked to the first real social network which is Instagram: everything fast, you scroll with your thumb to infinity and you almost never read what’s in the caption. Then now, with the advent of Stories, Reels and soon Pin Stories also on Pinterest who will read more fashion blogs or advice? The work of the future is the return to origins, the return to doing jobs that can really help people in times of difficulty like the one we are all experiencing firsthand. I think about what happened in Bali: the young boys who by now had opened bars, clubs and trendy shops for Westerners returned to their villages to learn the Indonesian art that had disappeared to the detriment of the new Westernized tourism trade.
Do you think fashion will be increasingly influenced by social media in the future? Or will it retain its own creative independence?
In my opinion, there is no more creative independence in fashion. Everything is already seen, revised and revised again and not even revisited anymore. Now everything is shamelessly copied among brands, friends of the same lap who do the same things. There is no true creative independence. Maybe if we talk about brands like Issey Miyake we can use the term. However, fashion is influenced by social media, just look at the advertisements on television that are real TikTok trends with TikTok influencers.
How do you think the world of social fashion will evolve in 10 years? What do you think will be the trends and methods that will emerge?
If we go back to normal, I think there would be a strong acceleration, an increasingly immediate communication, cutting-edge digitization and destined for a video oriented approach that keeps the user increasingly glued to their phone.
How has your working vision changed with the current pandemic?
My working vision has totally changed: clients are fewer, projects are scarce. They divide the crumbs between agencies at the expense of the beautiful and hard work done up to last February. I am demoralized, at times sad but I go on considering that at the moment I am lucky that my family and I are well and healthy.
What are your future projects?
I wish I could put together ideas for future projects, but right now it’s hard to live out your goals that have crumbled in the last 9 months. I live the day more, what I can do to enrich my daily life. When I’ll see a crack and I’ll return to my old projects, I will be happy to be able to tell you about it.
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