Marzia Kjellberg is an Italian Internet personality and businesswoman. Known for her videos on her now-inactive YouTube channel Marzia , Kjellberg has also ventured into writing, fashion designing and business. She is married to Swedish YouTuber PewDiePie.
Marzia Kjellberg registered her CutiePieMarzia YouTube channel on 16 January 2012. Her videos on YouTube focused on fashion, beauty, makeup, DIY, books, movies, vlogs, haul, and video gaming. Kjellberg also commonly uploaded travel vlogs. Although Italian, Kjellberg spoke English in her videos. Kjellberg was signed to Maker Studios’ subnetwork, The Platform. Kjellberg’s YouTube channel was one of the most popular in the beauty and makeup genre; in May 2014, The Wall Street Journal reported that it attracted over 16 million viewers each month. The demographics of Kjellberg’s viewers have been reported to be females aged 13–24, who use Kjellberg’s videos as a reference. Kjellberg refers to her fans as “Marzipans”.
Kjellberg appeared on her then-boyfriend Felix Kjellberg’s channel on various occasions. Felix, better known on YouTube as “PewDiePie,” uploaded videos of the two playing video games and participating in video challenges together. In 2014, Kjellberg and Felix were part of an online marketing campaign for the horror film, As Above, So Below. While Felix’s videos for the campaign involved gaming-related topics, Kjellberg’s videos centered around a travel vlog angle of the couple’s trip to Paris. Similarly, ABC had Kjellberg, among others, promote their new TV series, Selfie, via a YouTube marketing campaign.
As of April 2022, the YouTube channel of Marzia has more than 6.45 million subscribers, however all the videos were deleted.
Aside from creating content on her own channel, Kjellberg has been a voice actress in various animated web series. She voiced Carrie the Carrot in Oscar’s Hotel for Fantastical Creatures. Kjellberg also voiced the character Maya, based on her own dog, in a six-episode animated web series titled Purgatory.
Kjellberg’s channel’s success allowed her to start designing her own clothing. Since March 2015, Kjellberg has launched several lines of fashion and design merchandise including nail polish shade, home decor products, and most notably clothing.
In 2016, she designed “Daisy” shoes through Project Shoe. That July, she launched a product line with Zoya, a nail polish brand. In June 2017, Kjellberg launched Lemon, a clothing line paired with a fragrance.
In a piece about fashion lines created by YouTube personalities, Tubefilter cited comments from Michael Fink, the dean of the School of Fashion at Savannah College of Art and Design, as well as celebrity stylist Allison Calhoun. Kjellberg’s “Amore” clothing line was positively received by Fink, who stated “the gold zipper and heart applique of this skirt are right on trend, yet the A-line silhouette is timeless. You can’t go wrong with this piece.” Calhoun opined that “I’m personally not crazy about the patterns, colors, or cuts but I definitely can see the customer who might be. I also want to applaud Marzia and her designs for not being as topical as the others. It seems like she’s making clothes that she wants to wear without a ton of inspiration from the outside world.”
On 1 July 2018, Kjellberg launched Maì, a jewelry, pottery, clothing and home decor brand. The Maì ceramic accents are handcrafted by Kjellberg out of her UK-based pottery studio. She maintains that brand along with Tsuki Market, a unisex clothing and homeware brand that she owns with husband Felix Kjellberg.
Talking about the earlier life of the designer, Kjellberg was born on 21 October 1992 in Arzignano, located in the Province of Vicenza, Italy.
Marzia was introduced to her husband, Felix Kjellberg, better known online as PewDiePie, by her friend Daizo. She began dating Felix in 2011, after emailing him and stating that she found his videos funny. She then moved to Sweden, to live with him that October. They later moved to her native Italy, before settling together in Brighton, England. The couple live with their two pugs, Edgar and Maya,as well as a hedgehog named Dogy. Their relationship has been highlighted by various media outlets, with The Globe and Mail writing that her “calm personality balances out [Felix]’s general wackiness.” On 27 April 2018, Kjellberg announced on Instagram that Felix had proposed to her; on 20 August 2019, the couple announced on social media that they had married. The two have a home in Japan together, which was burgled in late 2019; Kjellberg posted a statement online which included: “I know it is very materialistic, and should be happy with what I was left/have, but I can’t hide the shock and sadness with all being taken away, just like that.”