CGI’s not a completely new tool in the fashion industry – after all, cyber It-Girl Lil Miquela has collaborated with brands like Prada and NYC-based AREA. But Olivier Rousteing took the trend to a whole new level when he decided to cast three CGI models for his latest Balmain campaign. That’s right – as if women didn’t have enough to stress over in looking at real life models, we now have to compare ourselves to digital perfection.
MARGOT + ZHI The new virtual troops reflect the same beautiful diverse mix, strong confidence and eagerness to explore new worlds. Anyone and everyone is always welcome to join the #BALMAINARMY. Discover more through the link in bio. In collaboration with #CameronJamesWilson @shudu.gram 3D garments by @itsclo3d #BALMAINPF18 #BALMAINBBOX
For the brand’s Pre-Fall 2018 campaign, Rousteing reached out to digital artist Cameron-James Wilson to “construct a new, alternative and virtual Balmain Army.” Wilson became popular earlier this year with his virtual model Shudu, who has almost 150K Instagram followers, and has graced the pages of The Cut and The New Yorker.
For the Balmain campaign, however, Wilson created two more models, Margot and Zhi, so the trio could model digital versions of the brand’s Pre-Fall collection created by CLO, a company that creates “true to life 3D garment simulation” to help designers throughout their development process.
The campaign definitely looks cool, but also, kind of like a Sims version of a fashion ad. Yet is Balmain just the first brand to reject IRL models to dive head first into CGI? We’ll have to wait and see. In the meantime, I guess we should all follow Shudu on Instagram. I mean, she’s already stealing our jobs. So, best to keep an eye on our man’s DMs.