The Italian influencer and entrepreneur’s “knowledge of the world of young people will be extremely valuable” to the maker of suede driving loafers and Roger Vivier heels, Tod’s president Diego Della Valle said in a statement.

Naming famous board members has become a trend for companies seeking to enhance their cultural relevance or burnish their reputation on key topics like inclusion or women’s empowerment. Actress Emma Watson joined Gucci-owner Kering’s board last year, while tennis champion Serena Williams sits on the board of Poshmark.

Having leveraged her audience of 23 million Instagram followers to build a namesake apparel line, Ferragni brings expertise on selling fashion on social media in addition to celebrity clout.

Boosting its digital capabilities is a focus for Tod’s as the company seeks to bounce back from a deep pandemic slump. Group revenue fell 30 percent last year to €637 million euros ($758 million).

Editor’s Note: This article was revised on 10 April 2021. An earlier version stated that Tod’s reported 2020 revenue of €298 million. That is incorrect. Tod’s Group full-year consolidated sales were €637 million.