Digital: Publishing brands

GialloZafferano, the most popular in Italy and one of the world’s most beloved food media brand, opens CasaGiallo, its first house of production in the United States, designed to talk about the Italian way of understanding and experiencing cuisine across the ocean.

Located in Brooklyn, with a view of the three famous bridges of New York – the Williamsburg, Manhattan, and Brooklyn – CasaGiallo is a new creative space for developing content dedicated to contemporary Italian cuisine.  Furnished with characteristic articles of Italian design, CasaGiallo not only overlooks the city’s bridges but also becomes a bridge between Italian cuisine and the American public.

An evolution of the space presented in 2024, the new content studio will form the heart of production for GialloZafferano aimed at the US market. CasaGiallo aims to produce the best cooking content for visual quality and social language, respecting Italian tradition and building open, long-lasting cultural exchange. The studio will host chefs, creators, and branded content projects, offering companies an integrated digital (web and social) and physical multipurpose hub, in an ideal location for unique, innovative experiences.

‘With CasaGiallo, we bring our vision of Italian cuisine to the creative heart of New York,’ says Andrea Santagata, CEO of Mondadori Media Digital Area. ‘It is not just a simple production studio but a dynamic place for talent, cultures, and brands to connect. With CasaGiallo, we offer companies promoting the Italian culinary tradition in America an effective way to tell their story through innovative content that can speak to the American public using authentic, up-to-date language.’

With 72 million followers globally, GialloZafferano strengthens its presence in the American market, initiating a new phase of internationalisation.

CasaGiallo was inaugurated in the presence of the Italian Trade Agency, with an exclusive moment created with the Italian-American creator Bilena Settepani, owner of the historical Settepani Bakery in Brooklyn, and Aurora Cavallo @Cooker Girl, the brand’s ambassador.

GIALLOZAFFERANO, OFFICIAL MEDIA PARTNER OF THE ITALY PAVILION AT THE SUMMER FANCY FOOD SHOW

One of GialloZafferano’s most successful initiatives in the United States is its media partnership with the Italy Pavilion at the Summer Fancy Food Show in New York (29 June – 1 July), the most important food and beverage fair in America. This the third consecutive year for the partnership, which relies on an exclusive collaboration with Universal Marketing, the only Italian agent for the Specialty Food Association and organiser of the Italy Pavilion, which brought 340 companies to New York under the concept ‘Italy, the Art of Taste’.
During the Summer Fancy Food Show, GialloZafferano was accompanied by Italian and Italian-American talent from Zenzero, the vertical talent agency by Mondadori Media in the world of food. Guests included Cooker Girl, Cook with Fez, Daniele Rossi, Bilena Settepani, Rosy Chin, Flavors by Alessandra, Lulù Gargari, Silvia Barban, and Marco Chef.

On the eve of the event, the creators participated in a photo session in Times Square and, during the four days of the fair, enlivened the Italy Pavilion with 20 live showcookings and over 50 original content items shared on GialloZafferano Loves Italy, the social media profile dedicated to an international audience.

ACTIVITIES WITH BRAND PARTNERS

Following the success of the last edition, the collaboration between GialloZafferano and Grana Padano was renewed for the 2025 edition of the Summer Fancy Food Show. In fact, GialloZafferano was present at the Consortium’s stand with two showcookings a day, hosted by well-known faces from the digital kitchen. For the second consecutive year, GialloZafferano was also a partner of the exclusive annual event organised by Grana Padano on 30 June at Bar 65 (Rockefeller Center). Here, creators Cooker Girl and Marco Chef brought the tradition of Italian cuisine to the table, reinterpreting it in a contemporary language.

There was also a great following for this year’s #NotSoFancy Party, the after-party created by GialloZafferano. The event, held in collaboration with Ferrarelle – which has just begun its expansion into the United States and considers this initiative an important milestone in building its reputation overseas – served as a unique opportunity to foster synergy and connections among Italian food brands, celebrate innovation and excellence in Italian cuisine, and further enhance the experience of the Fancy Food Show. The evening took place in the elegant restaurant Travelers, Poets and Friends, with a food and beverage menu epitomising Italian excellence. Key stars of the event included food creators from Zenzero Talent Agency alongside chefs and guests from the food world, as well as influencers, critics, and opinion leaders in the sector. The event was organised in partnership with the Italian Trade Agency, Urbani Tartufi, and Di Marco as technical sponsor.

For this edition as well, several Italian companies in the agrifood sector partnered with GialloZafferano at the Summer Fancy Food Show in NY to develop initiatives – showcooking in particular – and special content with related amplification on social media involving creators and chefs from Zenzero. These included Granarolo, Rega, and Urbani Tartufi in collaboration with Universal Marketing – Regione Campania, Regione Lazio, and Russo Food.

The activities were developed by Mondadori Media in collaboration with the Mediamond agency and the BrandOn Solutions team, which is responsible for special initiatives.

GialloZafferano is the leading food media brand in Italy. On the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 22 million people every month (Comscore Social Incremental Reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: internal analysis of Shareablee-Comscore data and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.

Zenzero is the talent agency exclusively for the best food creators in Italian digital media. Founded at the end of 2022 through a collaboration between GialloZafferano, One Shot Agency, and six of the top food creators in Italian digital media, it reaches over 43 million followers and over 50 million video views. Zenzero Talent Agency is a new point of contact between an extraordinary hub of creators and brand partners. Its goal is to establish effective communication pathways that respond to brand’s growing need to tap into the passions, values, and new language of Generation Z.

Building on the success of previous editions, McDonald’s is once again offering new McChicken Creations, recipes created in collaboration with GialloZafferano, Italy’s favourite food media brand, and inspired by the original McChicken sandwich. It will be available in the more than 760 McDonald’s restaurants from today to 19 August.
The successful partnership between McDonald’s and GialloZafferano is now in its seventh year, with more than 55 million sandwiches sold.

This year’s new McChicken Creation recipes, using 100% Italian chicken breast, are topped with three PDO and PGI ingredients: Provolone Valpadana PDO, which returns to McDonald’s menus, Cappero (capers) delle Isole Eolie PDO and Peperoni (bell pepper) di Senise PGI, which appear for the first time as an extra touch in the mayonnaise and sauce on the new sandwiches. The Peperone combines bacon, crispy onions and a flavourful, fragrant sauce made using Italian Peperoni di Senise IGP. In contrast, the Provolone consists of crispy bacon, the authentic and enchanting Provolone Valpadana DOP and a special mayonnaise with the intense, unmistakable flavour of Cappero delle Isole Eolie DOP.

McChicken Creations demonstrate a commitment to making the quality and authenticity of Italian ingredients accessible to everyone, enhancing the recipes with treasures from our land. With this goal in mind, the relationship with the protection consortia, which began in 2008 with the invaluable support of Fondazione Qualivita, has grown stronger over the years. This interaction has led to the introduction of 24 PDO and PGI ingredients on McDonald’s menus, enabling millions of people to discover and recognise the value of Made in Italy.

Through the collaboration with GialloZafferano comes the new McChicken Creations: two original recipes meticulously created to celebrate and make the most of 100% Italian flavours, combining the best of innovation and tradition.

‘We are proud to present the seventh edition of McChicken Creations, an initiative that strengthens our commitment to supporting the Italian food supply chain,’ says Giorgia Favaro, Managing Director of McDonald’s Italy. ‘Through our collaboration with GialloZafferano, the Qualivita Foundation and the protection consortia, we are able to integrate PDO and PGI ingredients into our offerings, making them accessible to an ever wider public. We have been working in this direction for more than 15 years, aiming to enhance quality raw materials and support local producers,’ Favaro concludes.

‘The collaboration between GialloZafferano and McDonald’s, which is celebrating its seventh edition, conveys solid synergy with the aim of depicting the Italian way of life in an innovative manner,’ says Andrea Santagata, Managing Director of Mondadori Media. ‘The project combines taste, accessibility and innovation through effective interaction with the public, using a new and engaging language. The results achieved over the years demonstrate the effectiveness of a strategy — in terms of reach and audience appreciation — that focuses on quality, creativity, tradition and experimentation,’ Santagata concludes.

The new edition of McChicken Creation was presented with a special event at the GialloZafferano headquarters, with the participation of Giorgia Favaro, Managing Director McDonald’s Italy, and Andrea Santagata, Managing Director Mondadori Media. Speakers also included: Valeria Casani, Chief Marketing Officer McDonald’s Italy; Nicola Lussana, Managing Director Mediamond; and Mauro Rosati, Director General Fondazione Qualivita. Other participants included representatives of the certified ingredients in the new recipes: Vittorio Emanuele Pisani, Director of the Consorzio di Tutela Provolone Valpadana DOP; Lorenzo Cortese, President of the Associazione Cappero delle Isole Eolie DOP; and Enrico Fanelli, President of the Consorzio di Tutela Peperoni di Senise IGP.

The event was also enlivened with an engaging cooking show by McDonald’s Chef Raffaele Bellini, who revealed the secrets and preparation of the new recipes to the audience. GialloZafferano involved a team of exceptional chefs and food creators to preview the new recipes and create exclusive content for social media: Andriana Kulchytska, Roberto Valbuzzi – Notordinarychef, Angelo Coassin – Cooking with Bello, Eva Andrini – Evasfoodaddiction, Gessica Runcio – Le ricette da Gessica, Nonna Silvi and Dany Resconi. With his charismatic attitude, Radio 105 host Nicolò Torielli led the event, encouraging interaction and participation and creating a dynamic and engaging atmosphere.

The entire activity and visibility plan for McChicken Creations were developed together with Brand On Solutions, the project area of Mediamond, with the coordination of OMD and OPRG and the creativity of Leo Burnett for all GialloZafferano digital channels, from its website to social media profiles – Facebook, Instagram, TikTok and YouTube – up to the app, which has a push notification targeted at the McDonald’s drive-to-store and drive-to-app.

McDonald’s Italia
Present in Italy for 39 years, McDonald’s now has over 750 restaurants across the country with a total of 38,000 employees serving 1.2 million customers every day. Ninety per cent of Italian McDonald’s restaurants are managed as franchises by more than 160 local entrepreneurs who testify to the brand’s rootedness in the territory. With regard to suppliers, McDonald’s also confirms its desire to be a ’local’ brand. To date, in fact, most suppliers are Italian. Worldwide, McDonald’s is present in more than 100 countries with more than 41,000 restaurants.

GialloZafferano
GialloZafferano is the leading food media brand in Italy. On the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 23 million people every month (Comscore incremental reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: Shareablee-Comscore and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.

MypersonalTrainer, the leading health and wellness brand by Mondadori Media, recorded a great public response and participation at RiminiWellness for the second year running. The most important international event dedicated to fitness and wellness took place from 29 May to 1 June at Rimini Feria.

A big novelty at this edition was the 400-m² stage in Hall C5, designed by MypersonalTrainer together with Cross Cardio and realised in partnership with Napisan.

The Stage Turns Green with over 5,000 MypersonalTrainer Fans

During the four-day event, MypersonalTrainer was the star of RiminiWellness. The schedule of events won over more than 5,000 MYPT fans, who dyed the event green wearing the media brand’s T-shirts. The programme was full of energy, movement and wellbeing, with a total of 50 non-stop workouts, to the delight of everyone who participated in mobility lessons, yoga, functional circuits and original Cross Cardio formats. High-impact training sessions led by the best trainers of the MYPT crew, with creative stage direction by Jairo Junior for Cross Cardio, engaged a diverse audience in a motivating atmosphere accessible to everyone.
Leading coaches included: Nicolò Famiglietti and Silvia Fascians, both from the Power Talent Agency roster, Eleonora Giordani, Giorgio Pallikullen and Tamara Tanzilli.

Dedicated Stands, Fitness-Themed Challenges and Lots of Gadgets

Topping off the experience around the stage were two stands by MypersonalTrainer and Napisan with dynamic and engaging activities for the audience, including interactive challenges led by community fitfluencers and the distribution of customised elastic bands for all participants.
At the MypersonalTrainer stand, visitors were welcomed by Tamara Tanzilli — a postural mobility coach who led original challenges to help participants rediscover fluidity, stability and physical wellbeing through an integrated approach based on conscious movement, breath and body control — and Roberta Vanzella, an expert trainer in yoga, Pilates and mobility, who enlivened the space with accessible and stimulating activities designed to rebalance the mind and body.

Media Partnership with RiminiWellness

As media partner of RiminiWellness for the fourth consecutive year, MypersonalTrainer once again affirmed that it shares the values that have always enlivened the famous event, which celebrated its 19th edition this year: a love of fitness, sport, wellness and personal care.
Through extensive daily social media coverage, MypersonalTrainer provided an overview of both its own activities and highlights of the entire event, offering the fitlover community an engaging and continuous story throughout the event.
The presence of MypersonalTrainer at RiminiWellness was enhanced by an important brand visibility strategy featuring a strong visual presence of the media brand, with posters and other dedicated spaces at key strategic points of the Feria.

Activities with Brand Partners

In addition, MypersonalTrainer developed branded content and social storytelling in cooperation with Brand On Solutions, a unit dedicated to special Mediamond initiatives.

Napisan
Napisan was the title sponsor of the MypersonalTrainer stage, one of the most active and participatory spaces at RiminiWellness 2025. Next to the stage, the MypersonalTrainer area hosted a dedicated Napisan stand, where the audience could participate in themed challenges and activities combining entertainment, content and educational value.

Other Brand Partners

Barilla Protein+ Pasta
Two activities on the MypersonalTrainer stage were curated by Silvia Fascians, who invited the audience to the Barilla stand at the end of the sessions to discover and taste Barilla Protein+ Pasta first hand. The activity was amplified by social content by Silvia Fascians and MypersonalTrainer.

Zespri
MypersonalTrainer supported the visibility of the Zespri stand (Hall B5) through social media coverage with Instagram stories, showing key points and highlights of the engagement activities offered by the brand.

Omegor
MypersonalTrainer worked with Omegor on a branded content activity focusing on the importance of nutritional supplements for high-intensity athletes. Silvia Fascians, Nicolò Famiglietti and Laura Crugnola starred in Instagram content on omega-3 supplements in daily athletic training.

Bayer – Vaginaverso
In the area dedicated to women’s health, MypersonalTrainer collaboration with Bayer to talk about the Vaginaverso project and the Gyno-Chat service, in videos made with gynaecologist Monica Calcagni and psychosexologist Sabina Fasoli.

Appointment with MypersonalTrainer Days in September in Milan

At RiminiWellness, MypersonalTrainer announced the fourth edition of MypersonalTrainer Days, scheduled for 13 and 14 September at the Arco della Pace in Milan. This weekend full of free appointments dedicated to fitness, health and wellness will include engaging activities, experiential corners and the presence of well-known faces in sports, special guests and fitfluencers.

MypersonalTrainer: Integrated Leadership with Web-Based and Live Experiences

Following the success of RiminiWellness 2025 and in view of the high-profile event in September, MypersonalTrainer confirms itself as a reference in the health and wellness sector. It not only tops the digital and social media charts but is also a growing key player in first-hand experiences, strengthening the bond between brand and audience through local events with high relational value.

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: Comscore 2025), as well as 6.6 million followers on social media (source: Comscore Shareablee and social insights April 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

Cross Cardio® is a functional training system founded in 2015 by Jairo Junior, a physiotherapist and fitness group trainer whom MypersonalTrainer has long collaborated with on initiatives and events.

The kitchens of Palazzo Farnese opened their doors yesterday for a festive meeting and cultural exchange, organised by the French Embassy in partnership with GialloZafferano, Italy’s number one food media brand, which promotes Italian cuisine throughout the world.

Participants from all over Italy arrived early in the morning at Palazzo Farnese in no particular order, as well as some chefs and members of the jury directly from France. The idea for the event came from Martin Briens, French Ambassador to Italy, a food and wine connoisseur and keen chef – who recently tried his hand at preparing the cacio e pepe recipe together with Nonna Silvi, the ‘Grandmother of Italy’ – and Andrea Santagata, CEO of Mondadori Media, publisher of GialloZafferano.

As part of the celebrations for the 150th anniversary of the establishment of the French Embassy in Rome, several teams of aspiring chefs, culinary masters under 35, and talents from the food world competed to offer a contemporary and multicultural reinterpretation of Sunday lunch.

The key concepts for the day hosted by the French Embassy were three: the transmission of knowledge, by training new generations of chefs and fostering dialogue and collaboration between schools and professionals from different nations; sharing, as the creation of synergies between young French and Italian chefs through cooking; and sustainability, seen as the promotion of the use of zero-kilometre products and limited budgets for each menu.

The program for the day at Palazzo Farnese

Gustofolie is a project – organised by the Institut Français Italia in collaboration with the Alliances Françaises d’Italia – aimed at students of Italian hotel schools, created with the aim of promoting Franco-Italian relations in the professional hotel training sector. The competition invited participants to reflect on topics such as Francophonie, eco-responsibility and creativity in the kitchen. During the first part of the day, the two finalist teams (each made up of three students, two Italians and one French from a partner school, Genoa-Dijon and Viareggio-Grenoble, under the guidance of a teacher) challenged each other on the theme of “Sunday Lunch” – always a symbol of togetherness and tradition – which was reinterpreted with a modern twist, maintaining a maximum spending limit of 25 euros. This limitation presented a stimulating challenge, encouraging reflection on the social importance of shared moments at the table and their sustainability, not only environmental but also economic.

The members of the jury and the chefs involved in this unforgettable cultural exchange initiative arrived yesterday morning at Palazzo Farnese from all over Italy and directly from France.

Alongside Ambassador Martin Briens, the jury included Luana Belmondo, the “favourite Italian cook of the French”, embassy chef Cyril Esneault, Ludovica – Lulù – Gargari, resident chef of GialloZafferano and part of the Zenzero Talent Agency roster, and Carla Parolari, headmistress of the IPSEOA Vincenzo Gioberti vocational high school in Rome. The prize is the creation of the winning recipe at the GialloZafferano production studios in Milan, with publication of the video online.

The Gustofolie final was an occasion for joyful cultural and culinary competition aimed at highlighting French and Italian cuisines and products, promoting new links in the field of food and wine and professional training.

In the afternoon session, the baton was passed to the young (under 35) chefs. The theme of their menus was also Sunday lunch, reinterpreted with a contemporary approach (with a maximum charge this time of 35 euros) to celebrate the meeting of French and Italian cuisine. The friendly challenge took place between the following pairs:

• Carla Ferrari, executive chef at Pizza Cosy, and Sabrina Macrì, executive chef at BistRo Aimo e Nadia. They cooked:
  • Appetizer – Emilian-style stuffed onion: whole onion steamed and glazed with chicken jus, stuffed like a tortellino, parmesan cream and mixed salad
  • First course – Pasta with potatoes d’a-mmare: mixed creamy pasta with potatoes, provola cheese and seafood ragù (mussels, clams and calamari), parsley cream, bisque and lemon zest
  • Dessert: Pastiera mon sciú: religieuse with two fillings, lemon curd and Neapolitan pastiera

• Alessandro Belmondo, chef at the Bistrot Gourmand Caillebotte, and Aurora Cavallo – Cooker Girl, chef, content creator at Zenzero Talent Agency and Ambassador of GialloZafferano Their menu was:
  • Appetizer – Warm, soft homemade focaccia to dip in a selection of pissaladière-inspired toppings: thyme-confit onions, anchovy and black olive cream, and sweet chili-confit cherry tomatoes. With the addition of sweet and sour red onion
  • First course – Large ravioli filled with shredded veal, fondant carrots and mushrooms, inspired by the classic blanquette. The ravioli is topped with a bright jus creamed with hazelnut butter. Accompanied by a small ramekin of lukewarm mousse with lemon cream and fresh herbs. Finish: lemon zest, chopped herbs, a touch of fleur de sel, toasted hazelnut
  • Dessert: Choux pastry with cocoa craquelin filled with whipped cream with Piedmont PGI hazelnut praline. Sour heart with lemon confit or wild blueberry for freshness.

• Umberto Rocca, chef de partie at Joia, and Apolline Soëte, chef at Le Clarisse de Apolline, who prepared:
  • Appetizer (recipe by Apolline Soëte) Oysters in jelly with their own water, vermouth, wild fennel and pink pepper. Tomato tartare with two consistencies, Ligurian herb oil.
  • First course (recipe by Umberto Rocca) Anima mundi, Vegetable risotto with young carrots, tasty mushrooms, cashew and saffron crescenza, salsa verde and fresh blueberries.
  • Dessert (Umberto Rocca and Apolline Soëte) Cuddles under a white blanket: a meeting between Normandy and Lombardy with soft milk bread mousse and stimulating surprises

The jury will once again be chaired by ambassador Martin Briens, Andrea Santagata, CEO of Mondadori Media Digital and MarTech area, Massimo Borgnis, Editor-in-Chief of CHI, here exceptionally in the role of host of the Food Network television series “Le Locande del cuore”, Sebastian Fitarau, resident chef at GialloZafferano and part of the Zenzero Talent Agency roster. A winning team was chosen for each course. The three couples will also cook for a gala dinner at the Embassy in the autumn, as the closing event of the 150th anniversary celebrations of the French Embassy in Rome.

The sponsor of this festive day was Julie Andrieu, a TV presenter and food critic, who announced the winners in the splendid setting of the Embassy’s Murano Gallery, with a buffet prepared and served by a Roman hotel school.

Celebrations for the 150th anniversary of the French Embassy in Rome

The celebrations for the one hundred and fiftieth anniversary of the establishment of the Embassy and the Ecole française de Rome at Palazzo Farnese opened on 3 December 2024 with a dinner “in the style of 1875”. The event on 21 May opens a new season full of culinary sharing between Italy and France with events that in 2026 will again involve young students and chefs to explore the themes of knowledge transmission, cultural sharing and sustainable creativity.

Statements

Martin Briens, French Ambassador to Italy, commented: “Since I have been living in Italy, I realise more and more, even when I travel in the various regions, that Italians and French share this passion for food. We are two peoples who place particular importance on food in our daily lives, but also importance on the sense of sharing that a meal with family or friends provides. I want young Italians and French people to always feel welcome in our countries. This is why hotel school students and young chefs met and cooked, and I hope they will meet again to cook together, which is the best way to have unforgettable experiences together.”

Andrea Santagata, CEO of Mondadori Media Digital and MarTech area: “We are deeply honoured to join the French Embassy and Ambassador Martin Briens in this project that celebrates the meeting of two extraordinary cultures through cuisine. GialloZafferano is increasingly a reference point for Italian cuisine worldwide, with over thirty million followers outside Italy. Participating in this initiative means supporting dialogue between young chefs, professionals and creators, providing space for new ideas and stimulating discussions. The greatest pleasure is to see how French and Italian culinary traditions meet, revealing not only deep affinities, but also an extraordinary ability to tell stories through flavors. Because, after all, cooking is a universal language that unites and enriches.”

GialloZafferano is bringing to TuttoFood – the prestigious B2B trade fair dedicated to the agrofood ecosystem – the successful formula that has made it the most popular food media brand among Italians: the pleasure of cooking together and the ability to communicate.

The tenth edition of TuttoFood, hosted by Fiere di Parma for the first time, is welcoming 4,700 companies in over 150,000 square metres spread over 10 stands, as well as thousands of professional visitors and top buyers from all over the world. GialloZafferano, a reference point for Italian cuisine – one in two Italians cooks with its recipes – is the media partner of the 2025 edition.

During the four days of the fair (5-8 May, Rho Fiera Milano), the GialloZafferano Lounge will host entrepreneurs, chefs, creators and opinion makers. In addition to the preparation of dishes and tastings that combine innovation and tradition, there will be discussions about ways to showcase cuisine in Italy and around the world, as well as opportunities for development in the dynamic agrifood market.

GialloZafferano Lounge with live kitchen

In the GialloZafferano Lounge, a 180 sq m stand in the centre of Corso Italia, the main street of TuttoFood 2025, every day begins with a coffee tasting followed by a showcooking session featuring chefs, GialloZafferano ambassadors and creators from the Zenzero Talent Agency, the agency that manages the best food creators in the Italian digital scene.

The heart of the GialloZafferano Lounge is the live kitchen where, every day, GialloZafferano resident chefs Sebastian Fitarau and Lulù Gargari, hosts Giovanni Castaldi and Manuel Saraceno, together with Chef Daniele Rossi, offer innovative ideas and suggestions in the kitchen, alternating with debates moderated by Federico Quaranta, one of the most authoritative voices in the food and wine world and in the media.

The program, which is packed with dishes and content, also addresses the theme of catering and hospitality with Rossella Cerea, general manager of Da Vittorio, and chefs Cesare Battisti of Ratanà, Raffaele Minghini and Sauro Ricci of Joia, Alessandro Pinton of Horto, Fabio Pisani of Il Luogo Aimo e Nadia, and Giovanni Ricciardella of Cascina Vittoria.

Finally, a business perspective is brought to the Lounge thanks to contributions from entrepreneurs and managers such as Anna Bardon, brand & digital marketing senior manager cheese – Gruppo Lactalis, Amanda Biasi, marketing manager – Rummo, Antimo Caputo CEO – Mulino Caputo, and Andrea Santagata, managing director of the Digital and MarTech area of ​​Mondadori Media.

Commenting on the occasion, Andrea Santagata remarks: “We are delighted to present the  GialloZafferano content and network in the physical setting of TuttoFood. With 50 guests including important chefs, content creators, entrepreneurs and managers of food companies, the GialloZafferano Lounge becomes a reference point for the guests of the Fair. We hope that these four days of discussion will shed even more light on the need for the media and companies to innovate and communicate more effectively against a backdrop full of critical issues, as well as opportunities for the Italian food sector: foreign markets, in particular the United States, the use of artificial intelligence, and new consumption habits.”

The GialloZafferano Lounge will also be animated with showcooking activities and tastings featuring Mulino Caputo flours, a selection of Leffe beers, Urbani truffle products and the aroma of Verzì coffee. The partnership activities have been developed together with Brand On Solutions, a project area of Mediamond.

GZ Lab and Italians’ well-being at the table

In the rich programme of meetings and showcooking sessions, a central role is dedicated to a discussion of the ways in which Italians’ consumption is changing, particularly the concept of well-being at the table. New data will be presented by GZ Lab, the first digital food observatory in Italy created with scientific support from the Sylla research institute, which, thanks to the GialloZafferano community, explains how Italians’ cooking habits and priorities are changing.

Here is a preview of some figures: 27% of Italians have increased the number of times they eat at home compared to last year. Moreover, as many as 98% of Italians associate the concept of healthy eating with home-cooked meals: this makes it possible to combine health, taste and high-quality ingredients, which, according to 39.5% of respondents, should ideally be locally sourced.
For 62%, well-being is also about having enough time to cook; ‘meal prep’, i.e. planning and preparing weekly meals in advance, is increasingly popular, with 58% of respondents practising it, and a further 25% interested in trying it out.
The recipe for eating well is a balance between health and taste (rating 8.9/10), which, according to 65% of respondents, is achieved by using fresh, seasonal ingredients

GialloZafferanois the leading food media brand in Italy: on the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 23 million people every month (Comscore incremental reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: Shareablee-Comscore and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.

Webboh, the number one community of the younger generation in Italy, celebrated the best-loved creators and idols during the Webboh Awards 2025.

Now in its 6^th edition, the event confirmed the brand’s success, closing with record numbers. Eleven million online votes in less than 20 days determined the winners from among more than 170 candidates in 18 categories. It was also successful on social networks with a reach of 50 million users. The spectacular party at the Fabrique in Milan welcomed more than 400 creators for the first time at a live event in Italy.

The live event

The awards ceremony, which was held last night, was hosted by the famous rapper BigMama, together with presenter and content creator Giulia Salemi. In addition to the ceremony, there were many activities to celebrate Webboh’s birthday, such as experiential corners and extraordinary performances. In addition to top Italian creators, the many participants also included guest stars such as Mara Maionchi, Ernst Knam and Arisa, who unexpectedly received the award for the best soundtrack to the film ‘The Boy with Pink Trousers’. The evening saw BigMama, an Italian commentator at the Eurovision Song Contest 2025, bring her new single ‘San Junipero’ to the stage in an engaging show enriched with a dance performance. Other features included musical performances by Alfa and Arisa.

The DJ set by Antonio Pivati organized by Radio 105, the dance crew led by TikTok dancer Jarno Trulli and the internationally renowned Italian duo Merk & Kremont were also there to enliven the event. Finally, a cake to celebrate Webboh’s sixth birthday couldn’t fail to be present: a big creation by Ernst Knam made with lollipops, pralines and marshmallows, to make the party even more iconic.

The evening on social media

Posts, stories and videos about the Webboh Awards 2025 published online by Webboh, DeA Kids, media and radio partners, and the creators themselves, together with live streaming on Instagram and YouTube, showed great public success with a reach of 50 million users. The live broadcast alone recorded 400,000 views and more than 500,000 interactions.

The prizes

More than 170 creators nominated for the awards were selected by Webboh based on published content, the variety of social proposals and the increase in followers in the last twelve months. There were 18 award categories – Best TikTok Creator, Best YouTuber, Best Streamer, Revelation of The Year, Best Comedy Creator Male, Best Comedy Creator Female, Couple of the Year, Best Fashion Creator, Best Beauty Creator, Drama Legend, Out of Drama, Voice of the Future, Best Teen Idol Male, Best Teen Idol Female, New Wave, Best Food Creator, Best Format, Beyond Screen – plus 2 special awards for Best Artist and Best Actor.

New features this year included the categories ‘New Wave’, to recognize and reward new rising talent, ‘Beyond the Screen’, for people who have crossed beyond social networks and brought their talent to the most traditional media, and ‘Best Format’, for the best serial product on social channels.

The winners

• Best TikToker Creator and Best Teen Idol Female – Lisa Luchetta. Born in 2008, she has been on social media since she was 14 and is a true idol for Italian teenagers. On TikTok alone she has nearly 3 million followers and 133 million likes. Super passionate about beauty and fashion, her dream is to be a presenter.
• Best Youtuber and Best Format – Gianmarco Zagato for Tavolo Parcheggio (together with Nicole Pallado). An established content creator, Gianmarco has 2.3 million subscribers on his YouTube channel, 2.2 million followers on TikTok and 905,000 on Instagram. He uses irony to tell about his life and tackles mysteries, horror stories and the news with great seriousness. He also loves to test new products. He partnered with Nicole Pallado to found ‘Tavolo Parcheggio’, which has become one of the most popular video-podcasts.
• Beyond The Screen – Nicky Passarella. After achieving success as a creator on Instagram and TikTok with more than 2.5 million followers, she made her debut in 2024 as an actress in the film ‘The Tearsmith’, the number one online film with distribution in 89 countries.
• Best Streamer – Lollo Lacustre. Lorenzo Giacomin was born in 2002 and has recently become one of the most popular gamers on the Internet with a community of more than 4.5 million followers on social media.
• Revelation of The Year – Eleonora Arcidiacono. A young Italian creator, Eleonora has won over the public thanks to her engaging storytimes on TikTok. At the end of 2024, she was the focus of debate for talking about ‘influencer events’ and questioning the empathy of many of her fellow influencers.
• Best Comedy Creator Male – Jacopo Aquila. Finding fame by imitating female professors, he has 436,000 followers on Instagram, 3.5 million on TikTok and 1 million on YouTube.
• Best Comedy Creator Female – Cristina Perillo. Known for her ironic videos, she conquered social networks in a few months, reaching 912,300 followers on TikTok and 363,000 on Instagram. Her journey began with a funny video: an episode of her famous TG 104, where she uses humour to report the news.
• Couple of the Year – Alice Muzza and Luca Campolunghi. The pair tell about their passions, personal lives and life as a couple on their TikTok profiles, with 1.3 million and 2.8 million followers, respectively, and Instagram profiles, with 526,000 and 892,000 followers, respectively.
• Best Fashion Creator – Carlotta Fiasella. Gaining popularity on TikTok, she has reached 2.1 million followers. She has 760,000 followers on Instagram.
• Best Beauty Creator – Arienne Makeup. A beauty TikToker with over 6 million followers and part of the Power Talent Agency roster, she is followed by young people with curiosity, interest and affection. As a makeup artist, Arienne loves to share fun, playful and captivating makeup ideas, always accompanied by a sparkling, ironic and fresh TOV.
• Drama Legend – Me contro Te. Luigi Calagna and Sofia Scalia are a couple in both work and life. They released their first video in 2014 and now have 7.2 million followers on YouTube.
• Out of Drama – Allydollina. This young mother talks about her family and work life in a cheerful, carefree way. She has 2.5 million followers on TikTok and more than 700,000 on Instagram.
• Voice for the future – Jenni Serpi. This 18-year-old with a hearing impairment talks about her daily life via social media. With nearly 150 million likes on TikTok and more than 2 million followers, she is a point of reference for young people her age. One feature of her videos is lip-synching with sign language (LIS).
• Best Teen Idol Male – Alberto Tozzi. A 19-year-old with millions of followers on social networks, he talks about his daily life, from his rejection at school to his struggle with acne, showing himself so real that his peers see themselves in him.
• New Wave – Viola Silvi. Born in 2009 and originally from Rome, Viola Silvi is 16 years old and one of the best loved emerging voices of Generations Z and Alpha. In just a few months, she conquered social networks, reaching more than 800,000 followers on TikTok and 450,000 on Instagram. Viola is part of the Breakfast Club, the most followed social group among the younger generations, with which she toured Italy among sold-out meet and greets.
• Best Food Creator – 2foodfitlovers. Raffaele Del Piano and Caterina Piccirilli have been together since 2010, sharing their two passions — food and fitness — on social media with content that combines innovation, creativity, irony and healthy, tasty food. They have 1.2 million followers on TikTok, 900,000 on Instagram and more than 750,000 on YouTube.

These awards were accompanied by two special prizes:

• Best Artist – This young singer-songwriter who conquered the public with his exciting music made his debut at the Sanremo Festival in 2024.
• Best Actor – Andrea Arru. This young actor starred in the TV series ‘Di4ri’ and the film ‘The Boy with Pink Trousers’, the 2024 box office hit with the soundtrack song ‘Canta ancora’ by Arisa.

Partners

Event partners participated in the Webboh Awards 2025, creating real shows within the show, with live experiential activities and all-round storytelling on Webboh’s social media channels.

• For the second consecutive year, Astra MakeUp was at Webboh’s side as beauty partner of the event. The Italian beauty brand that speaks to self-love created a corner entirely dedicated to Private Dream, its new collection of eye shadow, blush and bronzer palettes. A dreamlike journey through the nuances of its new products was possible at the make-up station, where Daniele Batella, Global Senior MUA & Art Director of Astra Make-Up, created the final touches, as well as the photobooth, inspired by the mood of the new collection.
• Bazr. The first live shopping app in Italy arrived at the Webboh Awards with complimentary branded gadgets and exclusive social content developed along with the creators. The app was created to revolutionize online shopping, combining social media and live entertainment with the convenience of digital purchases, and making every purchase a show.
• DeA Kids. The event was live streamed on Webboh’s social accounts, and the story of the evening, with exclusive interviews from the pink carpet and backstage — conducted by Lisa Luchetta (Best Female Teen Idol and Best TikTok Creator) and Arienne Makeup (Best Beauty Creator) — will be visible on social channels and broadcast on DeA Kids, exclusively on Sky channel 601 throughout the week following the event. In the broadcast, Lisa Luchetta and Arienne Makeup will accompany the audience behind the scenes of the event, with interviews and challenges accompanied by the most beloved figures on the Internet.
• Fradiavolo. The famous pizza chain known for its irresistible mix of contemporary spirit and innovation brought all the taste and energy of its brand to the Webboh Awards with a super Instagrammable personalized corner. During the evening, it delighted the audience with four select pizza flavours designed to satisfy all palates, including a vegan option that won over even the most sceptical. The perfect mix of taste, creativity and inclusiveness in full Fradiavolo style.
• Fujifilm instax captured the essence of the evening, capturing unforgettable moments for guests through the magic of instant photography. Each shot is a unique memory, transformed into a personalized portrait and enshrined in exclusive branded postcards. Chris, the face of Webboh, recounted the event live, sharing the excitement of the evening with Instagram Stories and engaging content on Instagram and TikTok, expanding the brand’s visibility.
• Lycia won over the public with a playful corner inspired by amusement parks: a fun game with prizes of Lycia Feel Fresh deodorant in two scents — Cherry Blossom and Peach and Papaya — as well as brightly coloured bracelets. The activity was enhanced by editorial content on social media, including quizzes, countdowns and dedicated Instagram Stories.
• Ringo brought the innovative ‘Spin The Ringo’ format off the screen for the first time, allowing contestants to win a special ticket for the evening. The format is now in its 2^nd edition, created in collaboration with Webboh, a long-term partnership that brought the brand back to the Webboh Awards. Sara Esposito and Cap, well-known faces of the format, filmed the characteristic Spin the Ringo wheel together with the creators and will be there to find out who won.

The Webboh Awards have been confirmed as a decisive moment for visibility and to amplify brands among the younger generations, due not only to the partnerships built by Mediamond through its Brand On Solutions unit. This collaboration has also meant that the event expanded for the first time outside its traditional channels through the DOOH circuit managed by Mediamond, creating interactive content to vote for candidates via a QR code.

The evening included exclusive content created by media partner CHI, whose director, Massimo Borgnis, was on stage to award the ‘Best Beauty Creator’ to Arienne Makeup, while Radio 105 awarded the ‘Couple of the Year’ to Alice Muzza and Luca Campolunghi with host Niccolò Torielli and contributed music and energy to enlivening the evening.

Webboh is the media platform of reference for Generation Z. Founded in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of more than 5 million followers on TikTok, Instagram, YouTube and Whatsapp, 70% of whom are under 24, as well as a website with 3 million unique monthly users (source: Audicom January 2025). It is one of the top ten most influential Italian social networks, as well as the top among Generation Z for engagement and video views (source: Top Italian Media raking by Prima Comunicazione conducted by Sensemakers). The topicality, authenticity and interest aroused by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Studenti, Mondadori Media’s leading educational brand in Italy with 3.8 million unique visitors per month (source: Audiweb, January 2025), has reinvented itself. In addition to a new graphic design, it has launched Gaia, the first web-integrated artificial intelligence tool dedicated to education.

Studenti opens the door to artificial intelligence

The mission of Studenti is to support young people in school through three fundamental pillars: study tools, orientation, and training.

With Gaia, Studenti helps users study, inform themselves, learn about topics in depth, and create notes such as concept maps, diagrams and handouts that meet specific, personal needs with the help of artificial intelligence in a safe and secure environment.

The Studenti AI tool will also support young people as a tutor and help them in their choice of studies in high school and beyond. Students will find help with complex topics without being overwhelmed by information overload, with suggestions customised to their needs based on the potential of conversational content. Students will find help organising topics and making choices, as well as operational support (in terms of reasoning on the content and its representation), cognitive support (favouring ways to access concepts and assimilate them), and emotional support (Gaia’s human interface will help to create a comfortable study and orientation environment).

• Hybrid Content

Studenti will place artificial intelligence at the service of users within a certified safe place, where technology and content are controlled, reliable, and designed to support study and orientation. In this safe space, students can access advanced features such as hybrid content, that is, traditional content integrated with advanced digital tools designed to simplify and enhance their studies. With this approach, students can turn complex texts into clear summaries, visual diagrams, and dynamic concept maps. In addition, they can create custom study plans, listen to summary podcasts, and find quick answers through smart searches. The result is a new, flexible way of learning that adapts to the needs of each student.

• University Orientation Hub for Choosing Advanced Studies

At a time when selecting the most suitable university programme is increasingly challenging due to the many choices available, Studenti aims to provide tools to handle this complexity effectively.

The first step is a university orientation test administered by a psychologist. This is followed by the “Cerca Corsi (Search Programmes)” search engine, which is linked directly to official Ministry of Education data, helping students navigate the sea of university courses quickly and easily and allowing them to explore all the university programmes on offer. Each of the 5,800 degree programmes covered in the search is presented with comprehensive, certified information.

The orientation hub also includes:

• over 300 orientation guides;
• psychological aptitude tests developed with (and certified by) the brand’s psychologists;
• information on Open Days throughout Italy;
• tips and tools for nonresidential students in Italy and abroad;
• test preparation for departments and limited programmes;
• overviews and suggestions on the careers of the future.

A new visual identity

Studenti presents a new visual identity starting with its logo, which is more versatile and recognisable on all platforms for greater user engagement. The new Studenti also organises content in an innovative way to facilitate navigation between different sections of the site. More welcoming and transparent visuals make the content more usable, familiar, and easier to memorise, with colours and a user interface inspired by study tools (such as post-its and underlining), thus adding more value and making the quality and quantity of the content clearer and more intuitive.

New aspects include enhancement of the TikTok channel, the main social media network where the brand reaches its community of over 900,000 followers and 55 million video views per year. On this platform, the younger generations favourite one, Studenti addresses topics such as orientation, student news, scholarships, and studies abroad using clear language and a fresh tone of voice. Also playing a prominent role are numerous posts dedicated to mental wellness, sexual/affective education, and financial education.

The star of the videos is creator Esmeralda Moretti: a social media presence, TV presenter, radio speaker, and new face of the brand on its TikTok and YouTube accounts. In continuous interaction with the community, Esmeralda stimulates and guides students with advice, interactive quizzes, interviews with experts, surveys, and in-depth discussions on current issues, not only related to education.

Opportunities for partners

The new features of Studenti also introduce multiple commercial opportunities for potential investors through a wide range of diversified branded content and sponsoring solutions for the Gaia tool and Search Programmes. With Studenti, partners can also create themed paths and dedicated hubs according to the season and most important moments for students and their families throughout the year (secondary school orientation from November to January, university orientation from January to October, secondary school graduation from April to June, study abroad from June to August, and back to school in September and October). Focused branded partnerships can therefore potentially begin at any time of year.

Studenti is Mondadori Group’s leading digital brand in Italy in education, with 3.8 million users (source: Audiweb – January 2025). It is a point of reference for younger generations at school, not only due to its dynamic and constantly evolving editorials featuring innovative language and content. This formula has allowed Studenti to reach over 1 million followers on social networks – including TikTok, YouTube, and WhatsApp – where students can access guides and tutorials to prepare for exams, receive support to orient themselves in their educational and professional future, and find resources to make the most of their experience as students, in every aspect, including personal wellness.

Studenti è il brand del Gruppo Mondadori leader in Italia sul digitale nella categoria education, con 3,8 milioni di utenti (fonte Audiweb – gennaio 2025). È un punto di riferimento per le New Gen a scuola, ma non solo, grazie a un’offerta editoriale dinamica e in continua evoluzione, caratterizzata da linguaggi e contenuti innovativi: una formula che ha permesso a Studenti di raggiungere oltre 1 milione di follower sui social – tra TikTok, YouTube e WhatsApp – dove gli studenti possono accedere a guide e tutorial per prepararsi agli esami, ricevere supporto per orientarsi nel loro futuro scolastico e professionale e trovare risorse per vivere al meglio la loro esperienza di studenti, sotto ogni aspetto, incluso il benessere personale.

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was held today during MILANO FASHION WEEK. The first fashion show to combine fashion and inclusion, this event is dedicated to enhancing and celebrating all of women’s unique features.

The initiative was developed by Benedetta De Luca — Gender & Inclusion Editor at The Wom, disability advocate and spokesperson for issues relating to inclusion — and was promoted and produced by The Wom, the digital magazine of reference for the younger generations, with the support of the City of Milan and the Camera Nazionale della Moda Italiana.

‘On behalf of the City of Milan,’ said the Councillor for Labour Policies and Economic Development, Alessia Cappello, ‘we are proud to support a project like this, which combines fashion and inclusion, conveying an important message for the fashion world and for the younger generations, i.e. that beauty and elegance have no boundaries, perimeters, or barriers of any kind.’

‘We are happy to support initiatives of this sort during the Milan Fashion Week. For years we have conducted numerous projects and events aimed at making the fashion industry more inclusive,’ said Carlo Capasa, President of the Camera Nazionale della Moda Italiana. ‘It is one of the pillars of the Camera Nazionale della Moda Italiana, which drafted its D&I Manifesto with guidelines for the sector in 2019. I thank The Wom and Benedetta De Luca for their passion and vision, which are an important example and a valuable stimulus for us all,’ President Capasa concluded, opening the event.

‘This event aims to be a step towards a future where no one should ever feel invisible, because we all deserve to shine and exist fully, without ever feeling out of place,’ said Benedetta De Luca, Gender & Inclusion Editor of The Wom. ‘It is essential that each of us can express ourselves authentically. Each of us has the right to feel seen, recognised, and valued, unconditionally and without having to fit into predefined patterns. I would like to thank the City of Milan and the Camera Nazionale della Moda Italiana for believing in a project that is capable of conveying and spreading a message of inclusion and sensitivity, issues that are very dear to us and which I also experience personally,’ Benedetta De Luca concluded.

Fashion that lights up every unique feature

The collection by Benedetta De Luca showcased not only dresses, but also stories.
Each fabric was chosen to enhance movement and fluidity. Each cut is designed to fit the body, not the other way around. Silk intertwines with bold textures, and details and precious fabrics play with light, enhancing each movement and turning it into a statement of authentic beauty.
This collection is a manifesto of boundless elegance, unmeasurable sensuality, and pride that does not ask for permission to exist. It is proof that fashion can be inclusive without sacrificing sophistication, that every person has the right to shine and be represented, that elegance consists of character, presence and identity, regardless of one’s body, age, cultural and religious background or disability. Change is here. Fashion welcomes, celebrates, illuminates. In the collection designed by Benedetta De Luca, every person has the right to shine.

A talk to promote uniqueness

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ ended with a talk entitled ‘Fashion that Lights Up Every Unique Feature.’ The talk focused on how inclusive fashion is changing the collective imagination and stimulating greater self-acceptance. It also addressed the way in which inclusive fashion can profoundly influence social perceptions and break down barriers, starting with architectural ones.
Speakers included: Alessia Cappello, Councillor for Labour Policies and Economic Development for the City of Milan; Francesca Bonetti, Assistant Professor HEC Montreal focusing on innovation culture and markets; Giulio Marrucci, Marketing & Trade Marketing Lead with Unilever Personal Care; Benedetta De Luca, Gender & Inclusion Editor of The Wom and disability advocate; Daniela Cerrato, Marketing Director with Mondadori Media. Moderator: Valentina Lonati, Culture Editor of The Wom.

15 unconventional models on the runway

The stars of ‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ included 15 unconventional models, who brought an emotional story to the runway wearing creations by Benedetta De Luca, an expert in inclusive fashion.

The event focused on women from all over Italy with different backgrounds and features, supporters of respect for all cultures and religions — in short, champions of the authentic expression of their own identity beyond any stereotypes. This mosaic of stories helps to redefine the concept of beauty representation, from real life to the runway to the media, because inclusion consists of multiple shades.

Each of the 15 exceptional models represents a story and an identity that deserves to be told:

• Giulia D’Aloia, a content creator and student from Varese, recounts the world of women through videos that highlight the women of today and yesterday, remembering figures who have made history;
• Elisabetta Rossi, a charismatic and exuberant model from Vicenza, was born with a hearing impairment. She expresses her personality with charisma and naturalness, showing that communication goes beyond words;
• Anna Fusco, a singer, actress, artist, coach and model from Rome, brings a blend of art and innovation to the stage, proudly wearing a robotic arm that naturally becomes part of her unique expression;
• Valeria Scommegna, a young woman who has achieved her dream of becoming a teacher, is originally from Puglia but lives away from home, trying to convey the value of inclusion to her students;
• Gaya Cuppone, a content creator and model, works in the fashion industry, conducting a dialogue about invisible illnesses with style and awareness;
• Margherita Tercon, from Rimini, is co-creator with her brother and partner of an artistic project consisting of sketches, performances and videos that tells about autism;
• Anna Maisetti, 37, is a content creator and body positive model who has created the largest international community on lymphedema. She uses style and irony to combine information and fashion, promoting awareness and self-acceptance;
• Giulia Ludovica Scarpato, a graduate in philosophy and communication, is from Naples and loves to discover the world. As she always says: ‘My wheelchair is not a limitation, but the means that allows me to engage in my passions and travel’;
• Christine Puglisi, one of the most influential voices in body positivity activism and fighting all forms of bullying and discrimination. Her motto? #Lamodaèpertutti (#Fashionisforeveryone);
• Jessica Senesi, a content creator, actress and activist both online and offline, proudly and authentically shares her journey of self-determination and transition;
• Aida Diouf Mbengue, whose background combines Senegal and Italy, is a content creator and activist who celebrates inclusion and the beauty of cultural diversity;
• Rita Rinaldi, a student from Puglia in her third year of Movement Science at the University of Ferrara, is passionate about sports and movement as tools of expression and personal strength;
• Lucia Della Ratta, an economist and albino model, embodies an ethereal charm and radiant beauty, a symbol of grace and elegance;
• Vincenza Di Noia, a fashion design student from Puglia, has a strong passion for fashion, with a special focus on adaptive fashion. Due to her disability, she experiences this need first hand;
• Benedetta De Luca, originator of the event as well as creator of the garments in the collection.

Trame di autenticità

The final piece in Benedetta De Luca’s collection was originally a white swath of fabric, a symbol of inclusion and authentic beauty that ultimately takes shape, ‘colour’ and meaning through collective participation. This garment tells the story of every person, through contributions from the models and everyone wishing to participate through The Wom’s social profiles. Each element included in the garment represents a story, a nuance, a message — a way of collectively building a shared narrative of inclusion and uniqueness.
Elisabetta Rossi wore this latest symbolic creation. This white dress, called ‘Trame di autenticità’, was made in collaboration with Dove, the exclusive partner of the event, which has been committed to celebrating and supporting authentic beauty in all its forms for more than 20 years.

Live and on social media

“The WOMderful Inclusive Fashion Show by Benedetta De Luca”, after the live coverage, will also be available on www.thewom.it.
Live coverage included stories and reels with videos on @thewom and @benedetta_deluca’s Instagram profiles, interviews with the models, and behind-the-scenes footage of the event.

The Wom’s commitment continues

The fashion show is part of a broader ongoing project. Since its inception, The Wom — which is celebrating its 3^rd anniversary — has actively promoted the values of authenticity and acceptance. This also comes through constant listening and interaction with a continuously growing community (currently numbering 10 million followers) that views The Wom as a place for authentic representation and discussion. The Wom will continue to create a space where it is possible to ask questions, receive information and feel heard while offering stimuli, support, and opportunities for collective growth on a daily basis.

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was created in collaboration with Power Talent Agency, which exclusively manages young talent with a particular focus on lifestyle, beauty, wellness and fitness.

The initiative also benefits from a collaboration with two excellent technical partners who made the looks even more womderful: Astra Make-Up did the make-up for the models walking the runway, while Wella Professional was in charge of hair styling.

Benedetta De Luca
Benedetta De Luca, disability advocate and Gender & Inclusion Editor of The Wom, promotes an idea of authentic and inclusive beauty through her social channels (nearly 150,000 followers on Instagram and more than 470,000 on TikTok). She earned an Executive Master’s in Disability Management from the University of Cassino and is the author of ‘Life as a Little Mermaid’ (Sperling&Kupfer).

The Wom
The Wom is a social magazine dedicated to the younger generation of women. It recounts real stories promoting self-acceptance and reaches more than 10 million unique users every month (Social Incremental Reach Comscore). It is a reference for the younger generations on Instagram. With a total fanbase of 10 million followers, the community encourages dialogue with a respectful tone of voice (source: Social Insights January 2025).

Power Talent Agency
Power Talent Agency is a talent agency by Mondadori Media that exclusively manages a roster of 26 creators, with a total audience of nearly 20 million followers. The agency stands out for its ability to develop innovative and unconventional communication initiatives, both online and offline, focusing on the strength and uniqueness of each creator by connecting sponsor brands with the target audience, creating valuable projects.

Webboh, il media di riferimento delle new generation, è volato per il terzo anno consecutivo al Festival di Sanremo, dove ha fatto vivere alla sua community un’esperienza unica e in prima linea della kermesse. Novità di questa edizione, il “Webboh Van Studios”, un progetto on the road in collaborazione con Astra Make-Up, beauty brand Italiano con 35 anni di expertise, che ha unito musica, bellezza e divertimento live.

IL WEBBOH VAN STUDIOS HA TINTO DI ROSA SANREMO
Per tutta la settimana le strade della cittadina ligure si sono colorate di rosa grazie a un Van completamente personalizzato che fin dal primo giorno ha catturato l’attenzione di migliaia di persone. A bordo del “Webboh Van Studios” sono saliti cantanti e personaggi del calibro di: The Kolors, Clara, Sarah Toscano, Serena Brancale, Sal Da Vinci, Alessandro Cattelan, Mariasole Pollio e il vincitore delle “Nuove Proposte”, Settembre.

Sul Van, anche i creator più amati dalla community che hanno animato i profili social di Webboh con contenuti originali, giochi e tante interviste ai protagonisti della 75ª edizione del Festival. Un nome su tutti: Lisa Luchetta, creator vincitrice della categoria “Teen idol” ai Webboh Awards 2024, che ha condotto la rubrica Red Flag o Green Flag?. E poi giochi, challenge, consigli beauty che hanno fatto vivere momenti esclusivi alla community del brand.

NUMERI DA RECORD SUI SOCIAL
I profili social di Webboh hanno realizzato a oggi 33 milioni di reach, 23 milioni di video views e oltre 6 milioni di interazioni complessive.
Il sito Webboh.it, grazie alla pubblicazione continua di news, curiosità e retroscena, ha totalizzato 4 milioni di pagine viste, più del doppio rispetto all’edizione 2024.
La copertura digital ha potuto contare su oltre 180 contenuti su Instagram e TikTok, YouTube, Snapchat, web, tra post, news sul sito e video esclusivi.

GIOCHI, MUSICA E ATTIVITÀ BRANDED
Ai cantanti in gara, saliti a bordo del Webboh Van Studios, è stata donata un’edizione straordinaria (e personalizzata) di Webboh in versione stampata. Graditissimo anche il manifesting kit, ideato da Webboh per augurare buona fortuna agli artisti: all’interno, oltre al palosanto e a una frase “mantra” personalizzata per ciascun artista, anche le ultime novità targate Astra Make-Up.

Grande successo anche per il racconto live e sui social delle serate del Festival con la rubrica What’s up in Sanremo: protagonisti gli amatissimi volti di Webboh, Arianna Madonna e Claudia Mariani, che hanno aggiornato il pubblico da casa su quanto avveniva dentro e fuori dal Teatro Ariston. Con loro a bordo del van, Daniele Batella, Senior Global Make-Up Artist & Art Director Astra Make-Up, che ha accolto i più fortunati tra il pubblico per un tocco di glow e un veloce make-up retouch.
Il giorno di San Valentino è stato reso ancor più speciale grazie all’Astra Secrets: format divertente che ha permesso ai partecipanti di ricevere un prodotto esclusivo firmato Astra Make-Up. Inoltre, per tutta la settimana, due hostess hanno presidiato la cittadina accompagnate da un gigantesco pallone di Astra Make-Up & Webboh, consegnando gift come prodotti make-up e skincare.

LA SURVEY DI WEBBOH LAB E LA CONTROCLASSIFICA
Come ogni anno, Webboh Lab, il primo osservatorio permanente sulla Gen Z nato dall’incontro di Webboh con l’istituto di ricerca Sylla, ha invitato la community a partecipare a una survey dedicata al Festival di Sanremo a cui hanno aderito, tramite i social, quasi 27mila giovani in meno di 48 ore.
Per i votanti della community di Webboh, già venerdì 14 febbraio, non c’erano dubbi:  il vincitore della 75a edizione del Festival della Canzone Italiana, è Olly, il giovane cantautore genovese che ha portato sul palco dell’Ariston la canzone “Balorda nostalgia” e che poi si è rivelato il vero vincitore del Festival.

Questa la top five per la community di Webboh:

1 Olly – “Balorda nostalgia”
2 Rose Villain – “Fuorilegge”
3 Irama – “Lentamente”
4 Giorgia – “La cura per me”
5 Gaia – “Chiamo io chiami tu”

Dalla survey di Webboh Lab è emerso anche che il 60% dei giovani partecipanti ha apprezzato molto il Festival e l’82% di loro ha seguito l’evento in tv. Inoltre,  il 60% ha dichiarato di preferire la conduzione di Amadeus che ha guidato le ultime  cinque edizioni del Festival (dal 2020 al 2024) rispetto a quella fatta quest’anno da Carlo Conti.

WEBBOH IN TV
Webboh è stato ospite della trasmissione di Rai 1 La volta buona, condotta da Caterina Balivo: Arianna Madonna e Claudia Mariani, in collegamento dalla città dei fiori, hanno annunciato in anteprima la classifica (parziale) dei cantanti in gara, quella che già vedeva Olly al primo posto nelle preferenze della community.

Il progetto “Webboh Van Studios” è stato realizzato in collaborazione con NemoHub di Simona De Melas e l’agenzia “Tutt’appost”. 

Webboh è il media di riferimento della GenZ. Nato ad aprile del 2019, da febbraio 2023 è parte di Mondadori Media. Conta attualmente una fanbase tra TikTok, Instagram, Youtube e Whatsapp di oltre 4,5 milioni di follower di cui il 70% under 24, un sito Web da 3 milioni di utenti unici mensili (fonte: Audiweb ultimo trimestre 2024). È nella top ten dei media italiani più influenti sui social, nonché il primo in target Generazione Z per engagement e video views (fonte: Classifica Top Media Italiani di Prima Comunicazione realizzata da Sensemakers). L’attualità, l’autenticità e l’interesse suscitato dai contenuti è garantito dal modello editoriale bottom up: la community è coinvolta in ogni parte del processo creativo.

Webboh Lab, nato dall’incontro di Webboh e l’istituto di ricerca Sylla, con direttore scientifico il professor Furio Camillo, è il primo Osservatorio Permanente sulla Gen Z. L’impegno da parte di Webboh Lab è quello di raccogliere la voce delle nuove generazioni, di indagare e di approfondire i temi trattati per portare sul tavolo di chi prende le decisioni per loro, gli adulti di domani.

From Tuesday 11 to Saturday 15 February, Webboh, the benchmark media for the new generation, will be in Sanremo together with Astra Make-Up, the Italian beauty brand with 35 years of expertise that shares the values of inclusivity and “self love” with Webboh.

Webboh and Astra Make-Up will invade the streets of the Ligurian city aboard the “Webboh Van Studios“: a fully customised van that will provide exclusive moments for the brand’s community on the road.

“We are excited to return to Sanremo with a project that combines music, beauty, and creativity,” says Giulio Pasqui, Brand and Content Manager of Webboh. “The Webboh Van Studios, which is super Instagrammable, will be the meeting point for competing singers, creators, and the most beloved faces from the community who will enliven our social media profiles with content and interviews. This year we’re happy to have a solid partner like Astra Make-Up by our side, with whom we have an evident affinity for target, tone of voice, and values.”

Activities scheduled in the Webboh Van Studios

Not to be missed on Webboh’s social channels is Pick-Up Reaction, during which competing artists, hosted on the van, will share their immediate impressions right after their performance on stage. Another special initiative involves creating a personalised “gadget” for each competing singer, namely a special edition of Webboh in a printed version where the columns Facciamo Chiarezza and Red Flag o Green Flag will feature.
Furthermore, another idea for this year is to give the protagonists of the Festival the manifesting kit that will allow them to best manifest their wishes and dreams during the Sanremo week. The kit also includes a mantra, created in collaboration with Astra Make-Up, to wish all participants in the competition “good luck”.
The story on Webboh’s social media channels – TikTok, Instagram, YouTube – will accompany everything that happens inside and outside the Webboh Van Studios.
Again, What’s up in Sanremo, the story of the Festival evenings created by Arianna Madonna and Claudia Mariani, the beloved creators of Webboh, will be staged every day – live and on social media – while they prepare for the evening by creating beauty looks with the latest Astra Make-Up innovations.
On Valentine’s Day, Astra Secrets will take place, a format that mixes secrets and fun: participants will be able to share an unconfessable secret and, in return, receive an exclusive product from the mysterious Astra box. A unique experience that combines emotion, spontaneity, and a love for beauty.

We are happy to be in Sanremo, the week in which the faces of music take the stage of the most important venue in Italy. Like make-up, music is also an expression of oneself and offers everyone the opportunity to give voice to their identity in a unique and creative way,” says Giulia Gunnella, Marketing Coordinator & Art Director of Astra Make-Up. “The collaboration with Webboh not only gives us the opportunity to intensify contact with Generation Z, but also to strengthen our brand awareness across all generations,” concludes Giulia Gunnella.

Accompanying Astra Make-Up in the activities on Webboh Van Studios is the Camelot agency.

Webboh is a benchmark even during the Festival
This initiative confirms Webboh as the most followed media brand by Gen Z and Gen Alpha in Italy, as well as the most active community in the target audience. The success of his content has established it among the most relevant accounts in Italy during Sanremo with 5 million total interactions (source: Sensemakers, 6-10 February 2024).

Webboh is the benchmark media for GenZ. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase across TikTok, Instagram, YouTube, and WhatsApp of over 4.5 million followers, 70% of which are under 24, a website with 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media presences on social media, as well as the first in the Generation Z target for engagement and video views (source: Top Media Ranking of Italian First Communication created by Sensemakers. The relevance, authenticity, and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Astra Make-Up was founded in 1988 in Todi, from the dream of pharmacist chemist Giuliano Settimi to create his own cosmetics brand. It is thanks to the entrepreneurial vision of his son Simone Settimi, the current general manager, and the determination of his wife Lucia Menghella, the CEO, that the company continues to grow and develops on a thread of experience and passion, combining creativity with a distinctly Italian love for cosmetic products. The brand is in constant expansion and is present in over 50 countries in Europe, South America, the Middle East, and Asia. The values at the heart of the company’s philosophy celebrate Italian-ness, accompanied by a careful search for cosmetic products in terms of quality and performance, but that are always accessible to everyone.