Fashion influencer Pia Baroncini has sparked criticism online after sharing holiday photos from Sicily. The images showed her posing inside a church while wearing a piece from her own clothing line.
During her Italian trip, Baroncini uploaded Instagram stories featuring herself inside a religious setting, showing her modelling a dress from her fashion brand. The photos quickly spread across online snark communities, where users questioned whether a historic church was an appropriate location for a fashion shoot.
Some critics accused the influencer of being disrespectful towards the religious site, with one commenter writing: 'Loser behaviour. VERY low vibrational!!' Others questioned whether she had intentionally positioned herself in front of religious imagery, asking: 'Did she position herself to block the literal baby Jesus?'
Another user criticised the shoot by saying religious sites are 'not for vain photoshoots,' calling the situation 'peak insufferable influencer behaviour.'
Others also mocked her styling, with comments describing the outfits as 'bad cottage core' and saying the shoot looked 'dumb.'
If you recommend a Sicilian cafe you are “pick me colonizer vibes” & deserve to be publicly shamed but if you use a Sicilian church as a backdrop to photograph your American polyester clothing line to make a month long Italy trip a tax write off you are perfectly chic!
by u/almondmilklattehag in LAinfluencersnark
Past Comments Add Fuel to Backlash
The controversy became more heated because of a previous interaction involving Baroncini and a follower during her Sicily travels.
About a week ago, a follower had suggested a place to eat in Sicily, but Baroncini reportedly responded with a lengthy message accusing the recommendation of having 'pick me coloniser vibes.' The exchange prompted criticism from users who felt her response was excessive.
Following the church photos, one critic mocked the irony between the two situations, writing: 'If you recommend a Sicilian cafe you are "pick me coloniser vibes" & deserve to be publicly shamed but if you use a Sicilian church as a backdrop to photograph your American polyester clothing line... you are perfectly chic!'
Other commenters called the situation hypocritical, arguing that someone who criticised tourists' behaviour in Sicily should also be mindful of local customs and religious spaces.
Who Is Pia Baroncini?
Pia Baroncini is a fashion entrepreneur and influencer known for blending fashion, lifestyle content and Italian-inspired aesthetics across her platforms.
She is the creative director behind LPA, a clothing label that became one of the early fashion brands associated with online retailer Revolve. She also serves as Chief Marketing Officer of Ghiaia Cashmere, a luxury menswear brand founded with her husband, Davide.
Baroncini has also expanded beyond fashion by co-founding Baroncini Import & Co, an Italian olive oil company.
In addition to her businesses, Baroncini hosts Everything Is the Best, a podcast featuring lifestyle discussions, personal reflections and guest interviews.
Her online presence has often centred around fashion, family life, food and her connection to Italian culture, making her Sicily content closely tied to the image she shares with her audience.
The Wider Debate Around Influencer Culture
The criticism surrounding Baroncini highlights a wider debate about influencers using cultural and historical locations as backdrops for branded content.
While many creators travel to iconic destinations to capture fashion imagery, some audiences argue that certain locations require greater sensitivity, especially religious spaces where visitors are expected to follow specific etiquette.
Others also pointed to what they saw as an irony in the backlash, arguing that everyday visitors are sometimes criticised for engaging with Sicilian culture while influencers can use the region's historic and religious sites for commercial content. They questioned whether different standards are being applied depending on who is benefiting from the exposure.
As influencer marketing continues to grow, questions around authenticity, cultural awareness, and responsible content creation remain a frequent source of online debate.
