Balmain’s latest campaign enlists computer-generated models

Images via Balmain
Words by Frankie Scheriani


Taking over one campaign at a time.

Not to alarm you, but we’re just about sure digital supermodels are on their way to take over the world.

Balmain has lifted its FW18 campaign to new heights by enlisting three computer-generated models – Shudu, Margot and Zhi – to showcase its collection.

Balmain’s Oliver Rousteing reached out to Cameron-James Wilson – the creator of the world’s first digital supermodel – proposing that he construct a virtual Balmain Army.

Together, Rousteing and Wilson created Margot and Zhi – two Balmain-exclusive CGI models to feature alongside Wilson’s original Shudu. According to Rousteing, the digital models embody the beauty, diversity and confidence of the Balmain woman.

However, not everyone agrees with him. The campaign has received mixed reviews for using CGI instead of real people – setting an almost impossible standard of beauty and a lack of diversity.

In an interview with Refinery29, Rousteing claimed the virtual reality army will include ‘different beauty, shapes, ages and genders’.

“This is the beginning of what it will mean to present diversity in the world,” he said.

Take a look for yourself in the gallery above.


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