virtual army of digital supermodels replace real people in fashion campaign by balmain

balmain has enlisted three CGI models for its pre-fall 2018 campaign, ‘virtual army’, to wear digitally-created versions of its latest collection. the french fashion brand, known for its its bold, elaborately embellished designs is the latest in a line that includes louis vuitton and fenty beauty, signalling a move in the industry towards using digital models in place of real people.

images courtesy of balmain

french designer and creative director of balmain, olivier rousteing, enlisted photographer cameron-james wilson to create the figures. wilson found fame after creating shudu, ‘the world’s first digital supermodel’ – who is also included in the campaign. joining her are two others, created especially for the new campaign, named margot and zhi. the digitally reimagined clothes were created courtesy CLO, a studio which creates true-to-life, 3D garment simulations. 

2018 seems to be the year virtual talent, including digital models. originally created in 2016, the digitally rendered lil micquela has attracted a lot of media attention for being initially conceived as an art project before fast becoming a serious contender in fashion influencing. in april, she came under the spotlight for her insta-drama with fellow virtual influencer bermuda, highlighting a growing community of celebrities who only exist online.