In recent years, the fashion industry has moved beyond traditional photography and casting. A new wave of virtual models—computer-generated influencers and AI-crafted avatars—has entered campaigns, redefining what it means to be the face of a brand. From luxury houses to fast-fashion giants, here are the leading brands that have turned to virtual models to tell their stories.
Balmain: The First Virtual Army
Back in 2018, Balmain made headlines when it introduced the “Virtual Army,” featuring CGI models Shudu, Margot, and Zhi. The campaign was one of the earliest examples of a luxury brand fully committing to digital supermodels. By doing so, Balmain positioned itself as a pioneer, blending high fashion aesthetics with futuristic storytelling.
Louis Vuitton: When Gaming Meets Haute Couture
Louis Vuitton was among the first luxury houses to experiment with virtual characters. In its 2016 Series 4 campaign, the brand used Lightning, a character from the video game Final Fantasy. This bold move blurred the lines between pop culture and couture, sparking debates on what role fictional avatars could play in global fashion imagery.
Prada: A Virtual Takeover
During Milan Fashion Week in 2018, Prada handed its Instagram account to Miquela, one of the most famous CGI influencers. By using Miquela as the digital face of its runway, Prada signaled that virtual models were not just novelties but part of a strategy to capture younger, tech-savvy audiences.
Calvin Klein: A Controversial Kiss
In 2019, Calvin Klein shocked audiences with a campaign featuring Bella Hadid kissing Miquela. The campaign stirred controversy, but it also cemented the role of virtual models in mainstream fashion. Calvin Klein leveraged the boldness of digital avatars to spark conversation and push boundaries in advertising.
Dior: Virtual Glamour with Noonoouri
Dior has repeatedly collaborated with Noonoouri, a stylized CGI influencer known for her big eyes and couture looks. Noonoouri has appeared in Dior Rouge campaigns and has been styled in runway outfits, embodying the brand’s Parisian elegance while showing how virtual characters can carry the aura of high fashion.
Puma: Futuristic Sportswear
In 2022, Puma tapped the virtual artist and avatar Maie for its Kosmo Rider sneaker campaign. The partnership reflected Puma’s interest in connecting with Gen Z audiences through futuristic digital storytelling, where music, sports, and fashion converge in a virtual sphere.
adidas Originals: Streetwear Meets Virtual Culture
adidas Originals embraced the world of CGI influencers by collaborating with RUBY 9100M, a virtual model with a futuristic, cyber-inspired aesthetic. This partnership highlighted how streetwear brands are embracing virtual fashion to remain relevant in a world where physical and digital cultures constantly merge.
PacSun: A Digital Ambassador
American retailer PacSun chose Miquela as the face of its Back-to-School and Holiday campaigns in 2022. For PacSun, the use of a virtual influencer was a way to stay culturally relevant while reaching audiences that live natively in the digital-first ecosystem of TikTok and Instagram.
PrettyLittleThing: Launching Its Own Virtual Model
Fast-fashion brand PrettyLittleThing has gone a step further by creating its own digital model. In 2025, the brand even invited the public to name this CGI ambassador, reflecting how virtual avatars can be not just campaign faces but brand-owned assets built for long-term engagement.
GUESS: Virtual Ads in Vogue
In 2025, GUESS became the subject of global conversation when a Vogue ad featured one of its products modeled by an AI-generated avatar. The campaign underscored how major fashion retailers are experimenting with digital imagery to reduce costs, diversify visuals, and spark cultural debate.
Conclusion: Virtual Faces, Real Impact
From luxury pioneers like Louis Vuitton and Balmain to mass-market retailers like PacSun and PrettyLittleThing, virtual models are now a permanent part of fashion. These avatars aren’t just novelties—they allow brands to experiment with identity, reach new audiences, and tell stories in ways that transcend the limits of reality.
As the technology improves, the question isn’t whether virtual models will appear in fashion—but how much of the industry they will reshape.
