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In Milan’s chic Galleria Vittorio Emanuele II, a spacious mall that would be jammed with shoppers were it not for the pandemic, a young Black woman wearing a violet hijab and matching lipstick propped up her phone and moved her hips to a tinny-sounding beat coming from the device.

Aida Diouf Mbengue, 19, was recording a TikTok video to share with her 345,000 followers. She is making a name for herself as a self-styled “Afro-influencer,” one of a group of young people of African origin who have come together in Italy to try to increase their social media clout.