Ilenia Toma

Would you say that having a blend of cultures has influenced your sense of style at all? Do you think your style represents one more than the other?

I think what surrounds you always influences you. I see a clear change of style since living in Milan, maybe here I can be more free and braver than I could be in Switzerland. I think that also age influences your personal style during the years.

Speaking of style, how would you describe your way of dressing?

Since I’m half Italian and half French, I’d say that I’m influenced by both of my origins: French chic, blended with Italian heritage and braveness of colours and shapes. I also like to add a little niche, avant-garde elements.

Take me through the gritty, rough beginnings of your journey in the fashion industry. What was the hardest part? How did you cope?

The hardest part was the beginning of my career, seven years ago on Instagram. Since this business was new, it was a lot to discover by my own - as they say, learning by doing. Also since I lived in Switzerland, where the fashion scene isn’t really present, it was very hard for me to find attachment to this world. When we moved to Milan, two years ago, I could finally fulfill my dream, but here was the second hurdle, to make myself well known in a sea of fashion people and influencers.

What’s your favourite designer purchase you’ve made? Have you ever regretted buying a designer piece and why?

My favourite purchases are all I’m buying at Bottega Veneta right now. I’m a big Daniel Lee fan, and I’m excited to see how this Italian heritage brand will develop itself to a fashion statement brand. Oh well, I guess I’ve had a few bad purchases, but one of the biggest regrets is a pair of Marni shoes, which hurt so much that I can, unfortunately, only admire from my shoe shelves.

Talk to me about the aspect no one really sees behind blogging/being an influencer.

The biggest aspect not many see is that we, blogger/influencer, do the job of a whole team: we write emails, we produce contents and creative concepts, we photograph, we style and so on. We need to be good in the front and in the back. As of a year now, I’ve been represented by Grumble Management Agency, that thankfully takes care of my emails and fashion weeks scheduling. I highly needed that, since I also study Fashion Communications and it was all together becoming a little too much work for me.

As I imagine, in the beginning not being able to base off of much, it being very difficult, how did your first collaboration go? Who was it with?

Well, as I said before, I was a complete newbie, without any knowledge or experience. I started out of passion and not because of money. At an event, an influencer asked me what I charged for posts, but I didn’t even know I could earn money! You could say, I worked in baby steps, but I’m happy I did and could slowly understand on my own how everything works. My first big client was Tommy Hilfiger.

You recently wrote on your blog about the beginnings of becoming a blogger/influencer. I was deeply struck and touched by this particular ending to your post. You wrote: ‘if it feels right to you, go for it. As long as you believe in yourself, you are on the right path’. I’d like to know more deeply what advice you’d recommend, when nothing seems to budge, to younger generations trying everything to break into the fashion industry, not only blogging.

The problem, nowadays, is that teenagers just want to be famous and make fast money - this already is the wrong starting point. As I wrote in my blog post, it should be passion, which drives you to continue. Once you work doing your true passion and making money, you will truly never work again in your life.

You’ve worked with numerous fashion houses. So far, which has been your favourite experience? What designer or house do you dream about collaborating with?

The latest trip to Puglia I did with Bottega Veneta was probably one of my dream collaborations, since I’m such a big fan. I’d love to work with Louis Vuitton, Cartier, Chanel and many more. I’ve always dreamed of working with the big brands and I will do it sooner or later. This is my state of mind, talking positively to myself to attract what I dream of - law of attraction is my life credo.

Who’s your biggest fashion icon or source of inspiration and why?

There are many people I’m inspired by, I couldn’t just mention one. Many people deserve the title of a role model or a so-called icon. I always try to be inspired by myself to create what’s true to me, without focusing too much on what someone else has already done.

Do you follow only womenswear or do you enjoy following both women’s and men’s fashion?

Since I work and live with my boyfriend Simon Nygard, who’s a model and influencer as well, I also follow men’s fashion. For him, but also for my own interest to understand fashion as a whole.

Is there a trend that’s resurfaced you’d wish it stayed a thing of the past? Or what about one you’re super excited about?

You know, once I said I’d never wear leggings, and well, one year later I was wearing leggings…never say never! I’m really open to new trends and let the creative development be a part of the designers’ task. I’ll then decide if I like to adapt a trend to my looks or not. I think personal style should be always created without thinking too much about trends. Trends are here to adapt them, not to just add them randomly into your wardrobe.

Tell me about your recent decision to study ‘Fashion Marketing & Communication’ at the European Institute of Design.

I was a hairdresser for 10 years. After 3 years I felt like it wasn’t enough, so I started the ‘influencer thing’. It was the only choice I had in Switzerland, to start working with fashion. However, oddly enough, I always felt a lack of fashion in my life. When I met Simon 4 years ago, and we decided to move to Milan, this was my opportunity to finally enter the fashion world in a diplomatic way. You never know what will come next!

Throughout your years in the fashion industry, what’s one important fact you’ve learned so far? What would you tell your younger self starting out?

Be true to yourself: don’t trust everybody and everything you see. Keep on going even in hard times and believe in what you do - after the rain always comes the sunshine: dream, believe, achieve!

Any hopes or dreams for the near future?

I don’t plan the future, I’ve found out that I live happier if I just live the moment. That said, I’m excited to keep on going to achieve my dreams.