As Noël Duan wrote for Quartzy in March, Wilson was criticized for creating “ an idealized (and fake) black woman… rather than devoting time and resources to cast and shoot real dark-skinned models and promote their beauty and careers. Designed by professional photographer Cameron-James Wilson, the CGI supermodel was first used to promote products for Fenty Beauty. The dark-skinned avatar of Shudu is case in point. Nonetheless, it’s problematic for a powerful brand like Balmain to celebrate non-white virtual models as real diversity. Our goal is to allow candidates a platform to reach out to their constituents virtually and without political bias. While the rise of CGI models and influencers raises thorny questions-such as how FTC endorsement guidelines should apply to non-human influencers (currently, influencers must identify paid posts), and how virtual humans affect beauty standards-they do not necessarily spell imminent doom for the modeling industry. Running for office is a step that few are willing to take and at times can be a difficult journey.

Louis Vuitton and Fenty Beauty have done so too. It’s a strategy that has turned the storied fashion house into a hashtag-worthy pop culture sensation.īalmain isn’t the first fashion house to replace its human models with digital approximations. The creative director has spoken at length about the importance of diversity, and has a history of racially diverse runway casting. But the #BalmainArmy prioritizes celebrity and influence regardless of race. Balmain’s CGI-diversity-equals-real-diversity message is especially surprising coming from Rousteing.

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