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.

balmain uses CGI models instead of real people in latest campaign 'virtual army'

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. 

balmain uses CGI models instead of real people in latest campaign 'virtual army'

 

 

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.

balmain uses CGI models instead of real people in latest campaign 'virtual army' 

balmain uses CGI models instead of real people in latest campaign 'virtual army'

  • This will help create a whole new generation of girls and women who feel deeply inadequate in comparison with the perfection these images exemplify. Why don’t you think about the consequence this kind of imagery has in the real world of people?

    Nicola Loder says:
  • Creepy! Soulless! Our Future?

    Regina says:
  • This is a logical step. The models we have now (especially with Photoshop) represent not really reacheable standards anyway; why not make it obviously digital & not real? I think it rather takes the pressure of beauty standard away. And creates applied art. Yes, this is our future – some part of it, anyway.

    Alex says:

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