Lodge Mahfouf: influencer Léna Conditions comes into vogue

All the things appears to be going nicely for Léna Mahfoufová, higher identified on the networks as Léna Conditions. With 3.8 million subscribers on Instagram, 2.5 million on YouTube and a couple of.4 million on Tik Tok, the 24-year-old Frenchwoman is among the influencers who matter. In the summertime of 2021, she was on the quilt of the journal Elle, proof that this can be a actual phenomenon. And never solely in France, since final Might Léna Mahfouf turned the primary French influencer invited to the Met Gala. Extra importantly, the Media Affect Worth barometer named her essentially the most influential girl on the net in January, dethroning Italy’s Chiara Ferragni. The collaboration between Léna Mahfouf and Dior would deliver LVMH (the corporate’s shareholder) $4.72 million, in keeping with Media Affect Worth. Challenges), proprietor of a luxurious model.

Léna Mahfouf has been on the net for ten years. She began her weblog known as Léna Conditions, then opened Instagram and Twitter accounts in 2013. The true change got here in 2017: that is when she and his associates launched on YouTube in movies which can be about snippets of life. One in all his largest hits is the August vlogs. Summer season publications grouped into seasons, with a every day launch at 8:50 p.m. The lightness of the topic and the glowing web page don’t stop actual rigor within the publication. Different well-known YouTubers sometimes intervene. This group side provides these movies a Spanish facet of the inn, as a spot the place associates meet. What Lena, who calls herself “Mom Mahfouf”, calls Lodge Mahfouf.

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The e-book Léna Conditions, an immediate bestseller

Any longer, Léna’s conditions are not restricted to the online. Robert Laffont editions could be happy with this, which in September 2020 printed the influencer’s first e-book entitled All the time extra: my methodology + = +. This information to life, recommendation on how to be ok with your self and take life on the intense facet, was an actual hit. In accordance with GFK, 22,500 copies had been offered within the first week of publication. Higher than Cyril Lignac, who on the identical time reached a peak of 15,000 copies, whereas bestselling authors like Joël Dicker or Emmanuel Carrère haven’t exceeded 17,000 gross sales within the first week for years. As of November 2021, the counter was set at over 370,000 copies offered. Distinctive.

After these successes, it appeared logical that Léna Mahfouf would goal increased. And in addition apply what she discovered on the Moda Domani Institute, a prestigious enterprise college specializing in vogue and luxurious, which she graduated from. So in an Instagram submit on June 27, she introduced the launch of Mahfouf Lodge. “We’re a model of clothes and life-style gadgets for you and your property. (…) Impressed by my model and the model of my associates, the moments of life that we create. This model is the results of my concepts, my needs, my experiences and my encounters”. like different influencers earlier than them, Léna Conditions makes use of her success on networks as a springboard for a enterprise that’s akin to a childhood dream.

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The sale will in fact be on-line, however not solely that. On June 28, the second stage of the rocket was revealed: the launch of the Hôtel Mahfouf model will probably be accompanied by the opening of a boutique, Room Service “the primary room of the Hôtel Mahfouf”. Info is distilled on networks sparingly; will probably be an ephemeral pop-up retailer, open from August 2nd to 1stYippee September, from 10:30 a.m. to 9:30 p.m. on the seventeenthThursday Paris district. A treasure hunt is organized: 5 keys have been scattered across the capital, so those that discover them have entry to surprises. As for the gathering, you’ll have to wait till the shop opens to find it.

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After Rouje, Make My Lemonade and Chiara Ferragni

Even so, the philosophy of the brand new model was revealed in a short time. Léna Mahfouf desires to achieve out to everybody, massive sizes had been the sine qua non of selecting the factories that may produce the elements. All will probably be positioned in Europe. As for the situation, will probably be a retailer that may even have a restaurant and bar. “A protected place to pattern our menu, pattern our cocktails or simply come and have a bit of coke with a glass of wine.”

Léna Mahfouf in her Room Service boutique, under construction Credit: Léna Situations

Léna Mahfouf in her store Room service, in progress

The outline of the locations, the values ​​indicated by the model are harking back to Make My Lemonade. A model additionally created by the influencer Lisa Gachet, who opened her retailer alongside the Canal Saint-Martin in October 2018. On this system are girly colours, massive sizes and a espresso nook with plain success. Quite a few items are offered out on the day of their presentation. Within the monetary 12 months 2021, the corporate generated an enviable turnover of 1.8 million euros. Sufficient to bask in a photograph shoot within the prestigious setting of Villa Cavrois by architect Robert Mallet-Stevens in the course of the presentation of the summer time 2022 assortment known as Let’s Get together. One other influencer-launched model success: Rouje, the work of Jeanne Damas. Within the monetary 12 months 2021, his small enterprise generated a turnover of 17 million euros.

If being an influencer would not essentially open the door to success within the vogue world, it looks as if it might probably assist. Léna Mahfouf is shifting ahead cautiously, with an internet assortment and a novel pop-up store for her debut. However it’s clear that the will is to maneuver on. When requested on Instagram if there will probably be extra shops in France, he replies “it is our dream!”. And why not, in any case… Léna Mahfouf dethroned Chiara Ferragni within the rating of influencers, why would not she efficiently surpass the Italian within the ready-to-wear discipline, the place she has been rampant since 2015? as a result of it serves as a topic of research for Harvard college students?

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