Metaverse and the power of fashion with meta influencers
Basado en el artículo de Vogue Business
Candy is not physically real, however she acts like an influencer. She is the new Prada muse that has been generated virtually and is the first in the history of the famous Italian house. Although her story does not begin here, but in the year 2011, only now, under the label of L’Oréal, she has returned to the “world”.
In this new metaverse, avatars like Candy appear photographed by characters like Valentin Herfray, or in short films directed by Nicolas Winding Refn. In 2018, Lil Miquela, the Los Angeles-based virtual model and musician created by Brud (acquired by Dapper Labs in October), took over Prada’s Instagram account at Milan Fashion Week to the fall/winter of the same year; and furthermore, she “attended” the parade and uploaded preview images and backstage videos.
Prada currently “dresses” virtual influencers like Lil Miquela, Noonoouri, although with Candy it is the first time that the brand has its own virtual muse.
By 2022, it’s estimated that brands will spend up to $15 billion annually on influencer marketing, according to influencer marketing firm Mediakix. And if we talk about virtual influencers, more than 50 of them made their debut on social media in the 18 months to June 2020. Today there are more than 150.
Meta influencers are generating some impressive results at the most prestigious luxury brands. In May 2021, the Gucci Garden exhibition held on Roblox attracted more than 19.9 million visitors. This is meant to engage consumers in metacommunities, but brands have a lot of work to do, says Simon Windsor, co-founder and deputy CEO of Dimension.
“Generation Z and millennials don’t see a separation between the digital and physical worlds,” says Yoox brand and communication director Manuela Strippoli. “We want to get closer to these consumers.”
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