In recent years, personal branding has become important for people who want to highlight their talents, quality and stand out from the competition. Technological progress and the development of social networks have provided everyone with the opportunity for self-promotion, but only a few can succeed. The fashion industry stands out in a large number of individuals who can be viewed as a personal brand thanks to the brand they created. Because it is a dynamic industry, it is necessary to constantly invest in business growth, and an example of building a successful personal and fashion brand is the Italian blogger and entrepreneur Chiara Ferragni. She started her career by writing a blog and posting photos, and today she is the head of two companies and has a large number of fans. She achieved great success and achieved numerous collaborations in a very short time, and her communiciation and friendly attitude make her stand out from the crowd. A case study was contucted to explain how her personal brand was built, and a qualitative content analysis seeks to show how she was portrayed on the covers of fashion magazines. Chiara Ferragni is considered one of the highest paid fashion bloggers in the world, and she is a proof that it is possible to be a blogger, influencer, enterpreneur and designer at the same time.