Resort Mahfouf: Influencer Léna Conditions comes into trend

It appears that evidently Lena Mahfuf, higher recognized in networks equivalent to Léna Conditions, is doing effectively. The 24-year-old French lady has 3.8 million followers on Instagram, 2.5 million on YouTube and a pair of.4 million on Tik Tok. In the summertime of 2021, she was on the duvet of the journal. El, proof that it is a actual phenomenon. And never simply in France, since Might final 12 months, Lena Mahfuf has change into the primary French influencer to be invited to the Met Gala. Extra importantly, the Media Influence Worth barometer ranked her as probably the most highly effective lady on the web in January, dethroning Italian Chiara Ferragni. Certainly, in response to Media Influence Worth, Lena Mahfuf and Dior’s collaboration would deliver LVMH (shareholder Issues), proprietor of a luxurious model.

Lena Mahfuf has been on-line for ten years. She began together with her weblog referred to as Léna Conditions and later opened Instagram and Twitter accounts in 2013. The actual change got here in 2017: that is when she launched herself on YouTube in slice-of-life movies together with his pals. One in all his largest hits are his August vlogs. Summer season publications are grouped by season, with a every day publication at 20:50. The lightness of the plot and the glowing facet don’t intervene with the true rigor within the publication. Typically different well-known YouTubers additionally intervene. This facet of the neighborhood offers these movies a facet of the Spanish inn as a spot the place pals meet. That Lena, who calls herself “Mom Mahfoof”, calls the lodge “Mahfuf”.

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Lena’s e-book of conditions, which instantly grew to become a bestseller

To any extent further, Léna Conditions is now not restricted to the Web. Robert Laffont Editions could be pleased with this with the discharge of the influencer’s first e-book in September 2020, titled At all times extra: my technique + = +. This information to life, recommendation to really feel good and take a look at life from the brilliant facet, has change into an actual hit. In line with GFK, it bought 22,500 copies in its first week of publication. Higher than Cyril Lignac, who on the similar time peaked at 15,000 copies, whereas best-selling authors equivalent to Joël Dicker or Emmanuel Carrère didn’t exceed 17,000 first-week gross sales for years. In November 2021, the counter was set at over 370,000 copies bought. Distinctive.

After these successes, it appeared logical that Lena Mahfuf was aiming for extra. And in addition apply what she discovered on the Moda Domani Institute, a prestigious enterprise college specializing in trend and luxurious, from which she graduated. So, in an Instagram submit dated June 27, she introduced the opening of the Mahfouf Resort. “We’re a clothes and life-style model for you and your property. (…) Impressed by my model and the model of my pals, the moments of life that we create. This model is the results of my concepts, my wishes. , my expertise and my conferences”. Like different influencers earlier than them, Lena Conditions makes use of her success on the networks as a springboard for a enterprise that appears like a childhood dream.

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The sale might be on-line, in fact, however not solely. On June 28, the second stage of the rocket was unveiled: the launch of the Hôtel Mahfouf model might be accompanied by the opening of the Room Service boutique “the primary room of the Mahfouf lodge”. Data is distilled within the community with avarice; it will likely be an ephemeral pop-up retailer, open from August 2 to September, from 10:30 to 21:30 at 17th space of ​​Paris. A treasure hunt has been organized: 5 keys are scattered across the capital, giving entry to surprises to whoever finds them. As for the gathering, you’ll have to anticipate the shop to open as a way to open it.

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Following Rouje, Make My Lemonade and Chiara Ferragni

However, the philosophy of the brand new model was revealed in a short time. Lena Mahfuf appeals to everybody, giant sizes have been a sine qua non for the selection of factories that may produce components. All of them might be positioned in Europe. As for the place, it will likely be a store, which will even have a restaurant and a bar. “A secure place the place you may attempt our menu, pattern our cocktails, or simply come and have some cola in a glass of wine.”

Lena Mahfuf at her Room Service boutique, under construction.  Photo: Lena Situations.

Lena Mahfuf in her room service store, in progress

The outline of the locations, the values ​​put ahead by the model are paying homage to Make My Lemonade. The model can be created by influencer Lisa Gachet, who opened her store alongside the Canal Saint-Martin in October 2018. This system contains girly colours, giant sizes and a espresso nook with an plain success. Many copies bought out on the day of the presentation. In fiscal 12 months 2021, the corporate generated an enviable turnover of €1.8 million. It is sufficient to bask in capturing within the prestigious setting of the Villa Cavrois by architect Robert Mallet-Stevens for the presentation of the summer time 2022 assortment referred to as Let’s Social gathering. One other model success launched by an influencer: Rouje, the work of Jeanne Damas. In fiscal 12 months 2021, the turnover of his small enterprise amounted to 17 million euros.

If being an influencer would not essentially open doorways to success within the trend world, it appears to have the ability to assist. Lena Mahfuf is shifting ahead cautiously, debuting a web based assortment and a singular pop-up retailer. However clearly there’s a want to go additional. To an Instagram remark asking if there might be different shops in France, she replies: “That is our dream!”. And why not… Lena Mahfuf dethroned Chiara Ferragni on the record of influencers, why should not she additionally surpass the Italian in ready-to-wear, the place she has been raging with success since 2015? how does this function a topic of examine for Harvard college students?

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