Prada invited a non-existent person to watch the “her” more than 600,000 fans still buy it

On February 24, Prada released the 2018 autumn and winter series at Milan Fashion Week. Like other brands, Prada invited many fashion bloggers and celebrities to attend the show, and took off for the launch of new products before the show. A special guest, "Lil Miquela" was also invited to the show. Although no one could see her firsthand, she began to post preheating videos and videos on social media Instagram three days before the new launch. Illustration.

In the motion picture, Miquela, like other guests, is dressed in a Prada 2018 spring-summer style standing in the show floor of the Prada Foundation. Behind the floor-to-ceiling window is the night view of Milan city, but also can see the flashing Prada neon logo. She also released a motion picture to help Prada arrange the show, and Prada's official Instagram account also has her video on the mobile phone showing fans the show. Everything is real. If there is any sense of ambiguity, it is Miquela's 3D-printed face and machine synthesis sound.

Miquela took a photo with her friend. (Source: Lil Miquela)

This is not an Milan horror story. Familiar with Miquela's fans is obviously very useful and constantly commenting on the post below. "Hello," "Love you, look forward to seeing you in Prada", "I like to hear your song"... Yes, she is still a singer and she has been on the Swedish music platform Spotify since 2017. Not Mine, Over You, On My Own and other songs.

Such a person's design sounded familiar and reminiscent of the well-known Japanese meta-virtual idol hatsune. The voice of Hatsune Miku was sampled in Seiyu Fujita D. Later, it not only produced albums, concerts, but also endorsed brands and produced peripherals, making no difference to real-life idols.

In contrast, Miquela is much more mysterious. In 2016, she set up an account on Instagram and now has more than 600,000 fans. No one knows who she created, but only knows that she is a Brazilian and Spanish hybrid living in Los Angeles, 19 years old. Although people can see at a glance that she is a 3D virtual character, her lives on Instagram are too realistic. Not only do they often release their own outfits, share funny funny pictures with fans, and care about current hot topics and news. Even friends who are taking photos with her are real people.

Lil Miquela often makes her own everyday outfit. It can be seen that she is also a girl who likes the tide brand. (Source: Lil Miquela)

Miquela's answer in the interview made her more like a real person. Earlier this year, when she was interviewed by fashion magazine Nylon, she revealed that she likes to listen to idol Kekela and Arca songs at East Hollywood's coffee shop while creating lyrics. She also told BoF, the British fashion media, that some brands will send her products, but she has never advertised her brand, she wears only her favorite fashion items, especially her new designer brand. The usual income comes from Spotify and iTunes.

This time I went to Prada to see the show. British fashion culture magazine Dazed also interviewed her. "This is my first time in Milan. I'm too fond of Prada's design this time," she said. "The bright colors and layered structure make people feel powerful female power."

(Source: Lil Miquela)

(Source: Lil Miquela)

Miquela looked at the computer-generated face and formed a great contrast with the details of the real life that she or she behind the production staff deliberately created. The people who could have been rationally judged are becoming more and more confused. At the bottom of her post, the discussion on the topic of whether she was genuine or not was never stopped, and it often triggered fierce battles between fans and passers-by. In fact, as a virtual KOL (opinion leader), she has succeeded, and whether or not she is real is no longer important.

“Undoubtedly, our era has a preference for images rather than real objects, preferring copybooks and ignoring manuscripts, preferring performance over reality, and preferring appearances over existence...” from the French thinker and director Guy Debord The book "Landscape Society" published in 1967. In Debord's eyes, "landscape" means something that can present a fascinating sight. His original intention is to criticize the false illusions that allow people to passively accept and easily kill individuality, and to accuse consumerism of post-war capitalist society.

Picture source:tencent

This concept has been around for 50 years now, but the concept of “landscape” still exists in various forms in an era full of social media and high commercialization. Including 3D, VR (Virtual Reality), AR (Augmented Reality) and other technologies, stars, social media, and advertising platforms are all building virtual scenes.

Although Lil Miquela is a virtual character, there are countless “real people” like her on social media, and people rely more and more on filters. Fashion is a place to build beautiful imaginations through advertisements and stars. Therefore, the influence of "reproduced" fashion figures and things on social media has been pushed to the extreme.

For Prada, the virtual, deliberately shaped Miquela can better reflect the brand content. Therefore, as an exclusive luxury brand, Miquela may be the best choice for Prada.

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