Miquela is part of a new wave of digitally-generated influencers
Being a part of an emerging trend of virtual influencers with a big hint on fashion brands, Miquela represents the emergence of new hyper-realistic virtual influencers.
Virtual influencers do not require their human equivalents' heavy price tags and can be customized at a moment's notice to any trend, product, or theme. Although there is still an element of artificial novelty about them, as contact with robots becomes an increasingly normal part of daily life, this may drop away to more mainstream acceptance. The advantages are clear.
Miquela has more than 2.7 million followers on 'Gram, first made her appearance with Bella Hadid in a Calvin Klein commercial and led the way for brands to consider how malleable, computer-generated avatars could be used to engage with target customers and now is connected with strong names that shift the apparel and leather industry, including Margiela, Mowalola, Dior, Bershka, and Gia. She represents perhaps the pinnacle of unrealistic beauty standards, but whoever is the person behind this virtual silhouette, there is no opposition when it comes to good taste in fashion.
For as long as we can remember, brands have made influencer marketing a lucrative profession for many — even before the internet (we're looking at you, Paris Hilton). But the emergence of new hyper-realistic virtual influencers, like Imma, might threaten that. She in particular has more than 250k Instagram followers and is the digital-face for brands like Porsche, and IKEA. And it doesn't end there. Imma's creator, Japanese startup Aww, is building a new gen of "digitally-generated celebrities and social media stars".
The choice to work with deluxe brands highlights the fact that the process of creating a virtual influencer is very connected with the craft behind a timeless design piece. Using high-quality leather drops in influencers that were the result of people's imagination is the very definition of future.
Technology companies plan to develop real-time rendering technologies. Coupled with technologies like 5G-enabled augmented reality in years to come, we can only imagine the potential of advertisements we'll be able to interact with like humans.
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