Family
In the Milanese haven of the fashion influencer and author
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Alessandra Airò, Nicola Scamardi and Pietro Elia, 6 months old
We caught a glimpse of her on social media just a few days ago, during Italian Fashion Week, embodying the true spirit of a Milanese girl boss: impeccably tailored suit, stilettos on her feet, and the latest sunglasses firmly in place. Alessandra Airò is a must-follow fashion influencer. Since her early days, dating back to the golden era of blogging, she has ruled the social media scene. She’s also an author—her second book is currently in the works—and recently, she’s been leading an events club. Ma non voglio mica la luna (I’m not asking for the moon), she tells us with a wry smile. Amid her ten whirlwind projects, the young entrepreneur has also found time to have a child. Now that’s a life-changing event! We paid her a visit, finding her at home, calm and surrounded by family. It was the perfect moment to take stock of her journey, her key influences, her present, and her aspirations. And to sneak a peek inside the world of this Milanese woman, passionate about Italian culture, cinema, and design. Benvenuto!
Location
Milan
Author
Elsa Cau
Photos and videos
Valerio Geraci, Elsa David
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TSF
Alessandra, who are you and what is your background ?
Alessandra
I have a unique background. I started out as a lawyer, having graduated in law. Then I decided to change my life. I worked for many years in the editorial staff of a magazine, "Internazionale," as the head of communications and marketing. I left that job twelve years ago to start my career as an influencer. Imagine a world of influencer marketing without the current power of social media, without Instagram. The only tool I had to share my passion for fashion was my blog, "Little Snob Things."
TSF
What is the “Club Airò”?
Alessandra
Club Airò is an imaginative concept aimed at rethinking and reshaping experiences. Presented as a vibrant and lively club, it seeks to create a space for engagement, storytelling, inspiration, discussion, and entertainment. Club Airò has an authentic community that shares my aesthetic sense and values. From this comes my desire to create capsule collections and products for those who follow me with passion. The drops vary: we started with sarongs in the summer, continued with shirts in the spring, and scarves in the winter. The next capsule of Club Airò? ... maybe something in design, who knows!
TSF
When did you feel a turning point in your career?
Alessandra
I've had several turning points. The first was when I decided to leave my profession and dedicate myself full-time to my career as an influencer. Another key moment was the release of my first book two years ago, and I am currently working on a second one. For me, it was a challenge, the desire to engage with a different medium—paper, publishing—something different from social media. In general, being an influencer requires constant evolution, both in terms of tools and communication styles.
TSF
What is your relationship with fashion? You are the author of a book with a title that has a certain sense of irony: Manuale pratico sentimentale di stile per sopravvivere alla moda e anche a sé stessi (A practical Sentimental Guide to Style to Survive Fashion and Even Yourself).
Alessandra
It's a very strong, close relationship, one that I would like to make even more intimate. In the first chapter of my book, I talk about this exact topic: I see fashion as a tool for communicating who we are. The way we dress tells everything about us, our lifestyle, and how we approach things. Fashion is a mirror of the needs of the historical moment we are living in. Fashion has a unique ability to tell something about us, to serve as our calling card. I must thank my grandmother and my mother for passing this passion on to me; for me, fashion is also a great point of connection with them!
TSF
We are seeing a growing link between the worlds of fashion and art. What do you think about that?
Alessandra
The connection between the world of fashion and the world of art is becoming stronger, a relationship that is continuously evolving. Art seeks to broaden its audience, and fashion is always on the lookout for new, inspiring content. This mutual desire to collaborate comes naturally - just think of events like Art Basel in Miami, a meeting point between fashion and design, where countless fashion brands take the opportunity to present new projects. This relationship highlights the increasing role fashion plays in society; fashion is no longer just about clothing but is becoming more and more a form of expression, an art. Fashion, like art, reflects cultural movements, emotions, and the zeitgeist of our time, making this union not only inevitable but essential for both industries to continue pushing creative boundaries.
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Alessandra ne se lasse pas de notre
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TSF
Is what kind of environment did you grow up, and how did it influence your taste ?
Alessandra
To cultivate and refine one's taste, especially in design, it’s essential to go beyond the ordinary - attend exhibitions, read books, watch films, and immerse oneself in culture. The environment I grew up in emphasized this approach, and it instilled in me a deep curiosity for the arts and the world around me. What we often see on the runway is closely connected to history and culture in its broadest sense. Growing up surrounded by creativity and cultural influences taught me that true style isn’t just about the objects or clothes themselves, but about understanding their context and origins. I believe that taste is something you actively build over time, through constant exposure to different forms of art, architecture, design, and even cinema. This broader cultural awareness shapes not only how we perceive fashion but how we live - how we decorate our homes, choose objects, and curate our surroundings. In this sense, fashion and design are reflections of a much larger narrative, one deeply tied to culture, history, and personal experience. I absolutely have to thank my parents and my grandmother – my ultimate style icon – for teaching me about culture, beauty, and the importance of finding it in everyday little things. My grandmother in particular, to whom my book is dedicated, was always a fashion lover, a great traveler, and an amazing hostess. From her, I learned – or at least I hope I did – the art of hospitality and taking care of others.
TSF
We hear that you are passionate about classic Italian culture: gastronomy, cinema, art and design…
Alessandra
I have a deep passion for the world of lifestyle, and I discuss it extensively in my book. As Diane Vreeland once said, "It's not just about the dress you wear, but the life you lead in that dress." Fashion must be understood in context, and from this comes my desire to tell stories that start with fashion but flow into other realms, such as design, art, hospitality, and why not - gastronomy as well! Italian culture, with its rich heritage in food, cinema, and art, has always been a source of inspiration for me. I see lifestyle as a holistic experience, where fashion is only one of many expressions of personal style and identity. Through my storytelling, I aim to create a dialogue between these interconnected worlds, showing how fashion can influence and be influenced by the environments we live in, the art we admire, and the food we savor. In essence, it’s all about embracing a full sensory experience of Italian culture.
TSF
Tell us the story of this apartment. How did you find it, and was it a place that had lived before you…?
Alessandra
I spent many years living in a dear friend’s apartment, also in the Brera neighborhood of Milan, until she decided to sell it, and suddenly I found myself needing to find a new place with a certain urgency. The apartment I live in now was literally the first one I saw – I was alone because Nicola was in London - and I fell in love with it instantly. It had a beautiful energy, with elements of old Milan that I adore, and more importantly, I could see endless possibilities for making it my own. We moved in five years ago, and now, with the arrival of Pietro Elia, we're thinking about finding a bigger space, but the thought of leaving this place is so hard for me. It’s not just a house - it’s home, my heart belongs here.
TSF
Did you do a lot of renovation work here?
Alessandra
We didn’t do much structural work; most of the focus was on the interiors. The house already had great potential, but it needed warmth. We installed boiserie, chose the wall colors, and selected all the furniture from scratch. There weren’t any major renovations, just a lot of little touches to create the home’s identity and highlight its strengths, like the herringbone parquet in the dining room or the view of the garden - something quite special and rare, especially in the center of Milan. In short, we did a great job of enhancing the home’s best features.
TSF
What kind of ambiance did you want to create in your home?
Alessandra
I envisioned a home that would feel warm and inviting, a place full of life and character. I don't see myself as a minimalist; I wanted a space that would truly reflect my personality, with a blend of pieces - both new and vintage - carefully curated from my family collection or discovered through new purchases. I hope I've succeeded in creating that, though my desire to keep buying new furniture and décor pieces is never-ending! I just need more space! In each room, I’ve tried to evoke an oriental atmosphere, adding trinkets and ornaments I’ve lovingly found in markets, which I absolutely adore. I wanted my home to feel like a journey, with each space telling a different story and offering a sense of discovery, while still feeling harmonious and true to who I am. It’s been a labor of love, and though I’ve made most of the decisions, it’s a reflection of the things and memories I cherish.
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Being an influencer requires constant evolution, both in terms of tools and communication styles.
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TSF
Did the arrival of a baby change your vision of your interior?
Alessandra
The arrival of Pietro Elia has not yet changed my way of thinking about decor... The problem arises when all my guests, seeing the house, remind me that in six months I will have to start removing some pieces from the living room or dining room. I haven't surrendered to this idea yet, but maybe I will when Pietro Elia starts grabbing the valuables on the coffee table. I will need to reorganize some spaces and do without certain pieces, but I never want to completely overturn the house. I like to think that Pietro Elia will be a part of this home, of this vision.
TSF
Can you tell us about a piece that you particularly love here?
Alessandra
The pieces I am most attached to are the two armchairs in my living room; they used to be in my grandmother's room, and we recently had them reupholstered by an upholsterer, covering them with a velvet fabric from Dedar Milano. My two jade panthers in my bookshelf, a gift from my mom, and finally, the painting by Pietro Terzini that we received for the birth of Pietro Elia from our closest friends.
TSF
Do you see yourself living anywhere other than Milan?
Alessandra
I would definitely move back to the sea; it’s typical for someone from a coastal city to want to return to the one place where they would want to live again!
TSF
What are your upcoming projects?
Alessandra
I want to continue with my work and the constant research and study to do it to the best of my ability. I’m working on my second book, dedicated to places and lifestyle, from New York to Capri and from Tokyo to Portofino. I will also continue with my capsule collections for Club Airò, with the desire to expand the product range. I would also love for Club Airò to transform into an events format, to engage with my community.
TSF
What are your favorite spots in Milan?
Alessandra
I absolutely adore the botanical garden in Brera; it's a serene, rural oasis right in the heart of the city, where I can escape the hustle and bustle. My favorite restaurant, without a doubt, is La Torre di Pisa. It’s my cherished spot where I truly feel at home, especially because they always serve me my favorite dish, delicious meatballs, as soon as I walk in. Another place that brings me so much joy is the Balera dell’Ortica. I love its genuine charm and vibrant atmosphere - it's a wonderfully authentic space that feels refreshingly unpretentious.
TSF
What do you think of The Socialite Family ?
Alessandra
I think it’s a beautiful project, very well curated. I’m a fan of the products, the aesthetics, and the way they enter people’s homes with the kindness and elegance that reflects them. The aesthetic identity is very strong, but it doesn’t overshadow the identity of the apartments that are part of the projects.
TSF
Do you have a favorite piece from our collection?
Alessandra
The lights, of course, the ones I chose for my living room. I’m a fan of pairs of lamps Marta; I’ve placed two, one on the right and one on the left of the sideboard. I also think they did an excellent job with the seating; among the new arrivals, the Pio is my favorite. Since I have a deep passion for animal print, I would obviously want all the pieces in that pattern. I had mentioned needing more space, but for a spotted piece, I would definitely find room, even today!
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