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SMEG’, influencers’ paradise. Welcome to the (not so new) cool club.

Every time there is a social media post with food and a Smeg kettle, in a semi posh kitchen, it’s a no-brainer that the post is going to become famous. In fact, it’s hard to find an influencer that does any kitchen related content that does not use a Smeg. The latest social media post garnered just about 12 million views, and it featured two Smeg appliances, one cream colour coffee machine and a cream colour kettle, two big mugs and two plates of food. The whole picture gives out posh vibes, and such pictures are often referenced by bloggers as an ‘aesthetic kitchen’ inspiration idea. 

However, Smeg is not exactly a new social media trend. The company is a private home appliance manufacturer founded by Vittorio Bertazzoni in 1948 in Guastella, Italy.

 The Bertazzoni family was already in the metalworking sector, and Vittorio decided to contribute to the family tradition by founding a company specialized in enamelling and metalworking. In the post-war period, in an economic era of growth and development, Smeg was born. The company immediately began to study products that responded to the new needs of Italians: the increasingly fast pace of urban life, new family structures, and the role of the working woman were the themes that led to the creation of the first kitchen, Elisabeth. It was by 1955 that Smeg started producing cookers, with the first band cooker named ‘Elisabeth’ in 1956. 

The founder was not rich and didn’t come from rich parents either. He managed to get the funds to start the company by using his savings and investing all his profits back to the company.

One of the most famous collections that made the breakthrough into the western markets is the 50s retro collection created by the renewed Italian architect and designer Mario Bellini. The collection is famous for the pastel colours mixed with the retro design of the appliances.

The kettle, toaster and lately the fully automated coffee machine are some of the most popular kitchen products that you can find all over social media being shown by the most popular online influencers.

I don’t know about you, but me personally, I trust a brand with a history!