How fashion fell in love with the virtual influencer

How Fashion Fell in Love With the Virtual Influencer

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Original Article: The Daily Beast

At first sight, social media influencer Noonoouri’s Instagram bio and follow count reads as your typical young, progressive influencer. She’s got over 400,000 followers on Instagram, describes herself as cruelty-free, and is also signed to IMG Models, one of the top modeling agencies in the world. She’s in fashion campaigns and has the wardrobe a million girls would die for, but amazing as she is, she isn’t real.

This doesn’t mean not real in the sense of how influencers’ social media feeds are typically the most glamorous parts of their lives. Noonoouri is a virtual influencer, making her an AI product, so she is, in a sense, an imaginary friend come to digital life.

While this might sound crazy to some, the fashion industry loves Noonoouri. She’s promoted products for major luxury brands, like Versace and Balenciaga. She’s even gone viral for wearing archival pieces from brands, including Alexander McQueen and Thierry Mugler.

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