Esther Olofsson

Who is Esther Olofsson?

Esther Olofsson is presented as the first virtual influencer from the Netherlands. She is portrayed as a 29-year-old fashionista born in Malmö and based in Rotterdam, who acts as a city guide and lifestyle voice with a focus on style, local hotspots and honest commentary.

Creator and studio

Esther was created by Maarten Reijgersberg and developed by the Rotterdam creative agency RAUWcc. The character was developed for and first associated with a Postillion Hotels project around the end of 2019 and was introduced publicly by RAUWcc in 2020.

Her technical evolution was staged by RAUWcc: early versions used CGI and deepfake techniques, she was rebuilt as a full 3D persona in mid 2022, and later transitioned to AI-driven generation as part of a 3.0 release announced in late 2022.

Visual style and aesthetics

Esther is styled as a contemporary, edgy fashion influencer: brunette, polished makeup, and wardrobe choices that lean toward street-luxe and citywear. Her imagery emphasizes urban backdrops and Rotterdam architecture, pairing fashion-forward looks with recognizable local settings.

Persona and content

Her on-brand persona is candid, stylish and city-focused. Esther promotes a mix of lifestyle, food and fashion recommendations while presenting herself as a relatable but deliberately virtual character.

Esther’s voice centers on discovery and local pride; she highlights boutiques, restaurants and cultural spots in Rotterdam while keeping a playful, honest tone that blends influencer flair with a narrative backstory.

Content Type & Format

Esther Olofsson's content primarily appears as curated social posts and visual stories on Instagram, using photos and short-form video to showcase outfits, hotspots and lifestyle tips. Her visual posts and videos underline her role as a city guide and fashion voice.

Beyond static posts, Esther Olofsson's content has included multimedia projects such as an NFT collection and original audio releases, demonstrating use of digital collectibles and music as extensions of her storytelling. These projects were shared alongside social visuals and promotional clips to engage followers.

Esther Olofsson's personality comes through in captions, styled imagery and occasional longer-form presentations released by her studio. Instagram posts, promotional videos and platform releases form the core formats for Esthers content and audience interactions.

Esther Olofsson Collaborations and Campaigns

– Esther Sleepover: Postillion Hotels x Esther Olofsson. Launched around her early development for the hotel chain, this partnership positioned Esther as a local ambassador and used Instagram posts and stories to promote hotel experiences; the initiative was later linked with a nomination for a Dutch Interactive Award.

– Collaboration with Margreeth Olsthoorn: Margreeth Olsthoorn x Esther Olofsson. Public materials from 2020 describe collaborations with local entrepreneurs and creators to produce lifestyle and city-focused content shared via Instagram and related social posts.

– NFT Collection: RAUWcc x Esther Olofsson. Released in May 2022, the collection comprised a set of 15 NFTs based on Esther’s archetypes; it was offered with owner perks such as Discord access and digital extras and was launched on an NFT marketplace to expand her storytelling.

– Virtual Christmas: RAUWcc x Esther Olofsson. In December 2023 Esther released an AI-generated holiday single titled Virtual Christmas. The project used generative tools for lyrics, melody and production and was distributed as an audio release accompanied by promotional visuals.