Balmain reveals line up of virtual models for latests campaign

Balmain's virtual army

For most fashion brands, casting well-known models in their advertising campaigns is essential to gaining the reputation and reach required to sell clothes.

More recently, brands have begun casting social media influencers whose large followings have made them extra valuable.

However luxury French fashion house Balmain has taken things in quite a different direction, making an impact with virtual models.

The brand has designed a so-called “virtual army” of digital models to show off its latest range.

The brainchild of Balmain's creative director Olivier Rousteng, the army consists of three models named Shudu, Margot and Zhi. Shudu has over 141,000 followers on Instagram and claims to be “the world’s first digital supermodel.”


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