Inspired by the rise of influencers, some of the earliest virtual models first appeared on Instagram. Now, a variety of CGI models can be found posing for high-fashion editorials and starring in their own campaigns. These picture-perfect models are changing the way products are marketed to consumers and also show off how incredibly realistic computer-generated digital humans can be.

While some brands like Ugg and Balmain are welcoming well-known digitally created models like Lil Miquela and Shudu into their campaigns, others like skincare brand SK-II, luxury e-commerce platform YOOX and streetwear label Waviboy are creating avatars that personify their unique identity.

As well as appearing front and center on the covers of magazines, these virtual avatars are also being shown alongside human models in various lookbooks and are also being signed to international modeling agencies.

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