Rapper Tony Effe found himself at the center of controversy during the third evening of Sanremo 2025 when he was compelled to remove his eye-catching Tiffany & Co. necklace right before his performance. The incident, often referred to as 'collana-gate,' has drawn significant media attention and stirred discussions among fans and fellow artists alike.
The necklace, valued at approximately €71,000 and part of Tiffany & Co.'s HardWear collection, was intended to complement Effe's edgy black leather ensemble. Initially, he appeared at the festival's premiere night donning all white and covering his tattoos with heavy makeup—a stark change from his later appearance with tattoos on full display under the black leather cropped jacket.
Yet, just moments before stepping on stage, Effe was informed he could not wear the necklace because it was deemed 'too recognizable' under Sanremo's strict regulations. The regulations ban identifiable logos and branding on stage to prevent issues of unintended advertising. According to Rai Radio 2, Effe expressed his displeasure, stating, “They made me take off the necklace before I went on stage. Why? Ask them. I’m furious. Now they have problems. I’m really upset.” His frustration escalated during his post-performance interview with Alessandro Cattelan, where he declared, "For me, Sanremo ends today."
Even fellow performers joined the conversation. Noemi, another artist participating at the festival, shared her own experience with the same issue, explaining she had to forgo her own signature jewelry due to similar restrictions. She lamented, “At Rai, there’s this problem. They made me take off my beautiful serpentine bracelet. A chain, come on!”
This development is not unprecedented for Sanremo. Participations have faced scrutiny before, such as when John Travolta's presence led to penalties for the festival due to exposure of brand logos on his shoes. Historically, the festival has aimed to minimize commercial influences, enforcing strict guidelines about what artists can wear on stage.
After his turbulent performance, Effe appeared noticeably distressed, backing claims of the festival's stringent regulations. The festival director, Marcello Ciannamea, supported these claims by explaining, “There’s a norm embedded within the festival regulations and contracts with record labels preventing the association of performers' images with identifiable brands and logos.”
The pressure was palpable for Effe, especially considering the festival is his first major appearance since past controversies surrounding him, particularly accusations of misogynistic lyrics and public disputes with other artists. His Sanremo participation has drawn mixed reactions, reflected upon his lyrics and public persona.
Despite the setback, Tony Effe is scheduled for another performance, set to duet with Noemi and perhaps redeem his festival experience. The backlash associated with his earlier conflict suggests multi-layered narratives within the Sanremo event, combining artistry with marketplace ethics and personal brand management. Participation within such high-profile venues often leads to clashes over creative expression and commercial restrictions, resulting in discontent among performers like Effe.
Social media has become wildly animated over the incident, with fans weighing in on the appropriateness of the rules and how they have impacted Effe's artistic integrity. Observers speculate whether the incident might weigh heavily on his potential departure from the festival before the final round.
Nonetheless, as artists navigate this year's festival, the discussion is expected to continue, highlighting what many demand: protection of personal style amid restrictive art spaces. For now, though, Effe’s dramatic declaration stands—Sanremo 2025 has turned confrontational, and Tony Effe remains at the heart of it.