When Real Goes Viral

Maïra Valerie Ignazzi. Fashion & lifestyle content creator. PR and marketing manager. Brand ambassador. Social media and digital content expert.

But most importantly, a beautiful human being - inside and out.

I met Maïra during a project where she helped creating content for a Hungarian glove brand. Her positive energy and professionalism were captivating; she is fun and super easy to work with.

This conversation is about her professional journey, the importance of community, kindness, and resilience, and keeping faith through dark times. It was interesting to hear her take on influencers, and what's really working and going viral on social media.  

Maïra's story began, like many honest journeys do, in ordinary moments of childhood. “I still have the memory of my older sister and me, when we were kids, we were in bed and she was studying a marketing textbook from school. She was trying to entertain and teach me, for example how to randomly promote a toothpaste and I got intrigued.”

“I liked the idea,” Maïra recalls. “This little moment inspired me to pursue this path — I felt like it was a career where I could use my creativity.”

Today, Maïra is a successful fashion digital content creator based in London, speaking through visuals with authentic storytelling. Her work may seem easy to do on the surface — posing in sequined maxi dresses in Trafalgar Square or sipping pastel lattes in cute cafés — but behind the camera there is hard work precision and perseverance.

Our meeting with Maïra in June, 2025

“Everything Happened for a Reason”

Maïra describes her professional journey as one where “everything seemed to fall into place.” She had the unwavering support of her parents — now retired diplomats: “Thanks to them,” she says, “I could make the decisions I made early, and evolve my career in London.”

And evolve she did. What started as promoter and events organizer, turned into content writing, social media platform management, brand collaborations, content creation, and building an audience that resonates with her character.

Maïra's favourite piece in her wardrobe

Why “Influencer” doesn`t say it all

When asking Maïra how she feels about the word "influencer," and she laughs — kindly, but honestly. “It's a tough one,” she admits. “Some see it as aspirational and glamorous lifestyle. Others roll their eyes. But I prefer ‘content creator’ because it reflects the actual work. There's strategy, production, creativity, logistics. It's not just about looking cute in a dress.”

In truth, Maïra stands in many roles. Creative director. Stylist. Editor. Producer. Model. Social media strategist. It’s a full-on profession that often gets reduced to a single snapshot. “If I had a pound for every time someone thought my job was just taking a cute photo and posting it, I’d be buying a castle,” she laughs. “It’s like doing ten jobs in one.”

It’s not always as shiny as it looks. Last year, Maïra experienced what she calls the hardest year of her life — a season so heavy, she nearly lost her spark. And yet, she had to keep showing up. “I had to be in front of the camera almost every day of that year,” she says. “That was not good for my mental health, but it also helped me get out of bed. I had to fake it. I really did fake it until I made it.”

And then, slowly, things shifted. “Faith got me through,” she says. “Even when I had lost all hope, I had to believe that things were going to change. And they did. That was the lesson — things do get better.”

The Strength of Raw, Unfiltered Content

“I think people are done with perfection,” Maïra says. “They want to see real, unfiltered people and moments.”

For her, that means sharing not just the finished materials, but the behind-the-scenes chaos. Maybe she dropped the cake while she was posing in front of Harrods. But that’s the stuff that people can connect to.

Her most viral content? The unfiltered, messy, funny, heartfelt stuff. It’s a lesson many brands are now catching up to, when real goes viral. “New brands I work with ask for raw clips,” she says. “They love to see the fun behind-the-scenes — because that’s what feels real. That’s what people can relate better.”

It’s this shift — from polished perfection to authentic imperfection — that Maïra believes will define the future of digital content. In the age of AI and Ozempic, it was refreshing to hear her prediction.

Kindness, Networking and the Power of Community

When asked what advice she’d give to aspiring creators, Maïra doesn’t mention metrics or algorithms. She talks about mindset: “First of all, don’t do it unless you’re obsessed with it,” she says. “You need that drive to push through burnout and rejection.” And, most importantly, “Be a nice person to work with.” Maïra insists that soft skills are key in this industry: “Communication skills, Networking and being a People person is everything.”

It’s what’s helped her build a strong network in London — “I found my people here,” she reflects. “Sometimes I take it for granted, but honestly, I’m deeply grateful for this community. That’s what stopped me from leaving.”

While Maïra led her own career, she recalls her first boss, who played a critical role in helping her transition into London’s professional world. “I didn’t speak English that well,” she recalls. “I was afraid I wouldn’t be able to be myself in a second language. But he helped me feel safe. He gave me the confidence to just be myself, even if I made mistakes.” And above all, her mother remains her ultimate role model. “She’s the strongest woman I know,” she says. “If I can grow into even half of who she is, I’ll have done well.”

Looking Ahead

So what’s next for Maïra Ignazzi?

“Digital creators are more essential than ever,” she says. “Especially in fashion. This space is growing, and I’m ready to grow with it.” Now self-employed, she’s leaning into the freedom that comes with choosing her collaborations and staying true to herself. She’s also embracing the constant evolution of the industry — “Maybe it’s going to be a battle between AI and authenticity,” she says. “But I’m standing for realness.”

It’s not just a content strategy — it’s a life strategy.

A Light That Stays On

What this meaningful conversation with Maïra showed me is that creativity doesn’t come from a perfect place. It comes from perseverance, from the effort you are putting to the work. From people who believe in you before you believe in yourself. From finding meaning and faith even when everything feels meaningless.

She built her career on intuition and instinct, but also on community, compassion, and sheer resilience. “I think everything happens for a reason,” she says. “Even the darkest things. There’s always a lesson.” There is a light. 

And that light? It’s not just on camera. It’s in her voice, in her story, in her positivity. And in the way she keeps showing up — creatively, honestly, and with her whole heart.

Follow Maïra on Instagram