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Virtual influencers the perfect goal of human beings
18
Apr
Apr
Artificial influencers are created from algorithms, from pixels, from huge investments in technology. It can be considered as a new direction for the human effort to reach perfection.
Virtual influencers the perfect goal of human beings
Appearing in 2016, Lil Miquela is the most famous virtual influencer of the fashion industry. The 19-year-old forever girl has up to 3 million Instagram followers, appeared in Calvin Klein campaign with Bella Hadid, was a guest to take over Prada’s Instagram account for 24 hours, was voted 1 in 25 Time magazine’s most influential person on the internet in 2018…
Although it’s a technology product of an agency called Brud in Los Angeles, Lil Miquela appears and interacts with the public with very clear emotions and opinions. It’s clear that the US presidential election or the #BlackLivesMatter movement is not inferior to any real influencers. In January 2019, Brud company closed a funding round with Spark Capital investment fund with $125 million for this virtual influencer. From this milestone,
Besides Lil Miquela, a number of other virtual influencers have also created certain waves of public opinion when appearing in major campaigns of leading fashion houses. In the Fall-Winter 2018-2019, Shudu – the world’s first virtual supermodel became part of the army of designer Olivier Rousteing.
Shudu’s father, British photographer Cameron-James Wilson, was exclusively commissioned by Balmain to create two other virtual models, Xhi (a Chinese model based on inspiration from David Bowie). and Margot (a French model created from Olivier’s childhood imagination of French women).
The same year Shudu appeared in Balmain’s campaign, another virtual fashionista – Noonoouri – also appeared in a Dior ad for the Rouge Dior Ultra Rouge line. Noonoouri has a more animated “look and feel” than Lil Miquela and Shudu. However, Noonoouri’s fame and career is not inferior to her 2 peers.
18 years old, 1.5m tall, Noonoouri loves Gucci, Versace and Jacquemus. During the presentation of the Dior Cruise 2019 collection at Chantilly Palace, this fashionista took over Dior’s Instagram account for 24 hours and took viewers from behind the scenes to the front row of the famous fashion house.
Although not too popular, it is undeniable that the use of virtual influencers has become one of the unique strategic cards of brands on the way to expand market share and grow revenue. While the world is still struggling with learning to embrace diversity and wholeness from all species, creating perfect human selves from pixels, algorithms, reprogramming software is a solution that can attract the attention of the market.
The idea of using virtual characters in the fashion industry is not entirely new. Specifically, in a 2018 article by Business of Fashion, journalist Christopher Morency pointed out that: two decades ago, the world had a famous virtual band that is iconic of the entertainment industry – Gorillaz. Designer Marc Jacob also designed a costume for the famous Japanese virtual singer Hatsune Miku in 2013.
In 2015, Louis Vuitton brought Lightning – a character from the classic game Final Fantasy – in its campaign to promote its Spring Summer 2016 collection. Lightning appeared in 3 videos wearing Louis Vuitton clothes. In the official runway show of the collection, designer Nicholas Ghesquiere also brought on the catwalk a model with a figure similar to Lightning character (light pink hair, light Asian face).
Obviously, since entering the digital era, the developed game and movie industry has created a premise for the creation of more sophisticated, more human-like virtual reality characters. If we compare Lil Miquela or Shudu with Gorillaz, Lightning from nearly a decade ago, we can see a remarkable superiority in character design. So,
However, any trend will create mixed opinions and this generation of virtual influencers is no exception. During Calvin Klein’s #MyTruth campaign, the image of a lip lock between Lil Miquela and model Bella Hadid caused a stir in public opinion, raising the question: why does the brand not use a real gay model but have to drag a female model? Virtual influencers bait attention? Or, are we really growing in a civilized and wise way by using a generation of photoshopped virtual influencers to represent a generation of female customers who are still obsessed with the internet? perfection?
But contrary to the notion that the use of virtual characters is a step backwards in the context of the fashion industry still struggling to create more opportunities for everyone, the reason for the existence of the trend This lies in the ease of capturing and controlling the influencer’s behaviors.
“With virtual influencers, you eliminate some of the risks that come with working with real influencers. These risks often stem from unpredictable human behavior and psychology and have the potential to significantly affect the customer file that the brand has. As for virtual influencers, everything is controlled and scripted in advance by a professional team,” – Andrew Dunst, Vice President of Marketing and Software at Sage Group, interviewed on WWD. Minimizing possible risks also shows once again that, no matter what, humanity is always aiming for perfection.
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