Rise of digital supermodels divides industry

Balmain's computer-generated trio (from far left) Margot, Shudu and Zhi, and virtual influencer Miquela (above), who has 1.4 million Instagram followers.
Balmain's computer-generated trio (from far left) Margot, Shudu and Zhi, and virtual influencer Miquela (right), who has 1.4 million Instagram followers.PHOTOS: BALMAIN/INSTAGRAM, MIQUELA/INSTAGRAM

NEW YORK • Will the fashion trade eventually adopt this advertising model? Take these three women gazing into the camera in an advertisement for French luxury label Balmain - Shudu, Margot and Zhi are digital models whose rise is dividing the industry.

The computer-generated trio at the centre of Balmain's new campaign are the latest examples of fashion brands embracing techno-logy to lure digital-savvy younger clients.

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A version of this article appeared in the print edition of The Straits Times on September 26, 2018, with the headline 'Rise of digital supermodels divides industry'. Print Edition | Subscribe