Prada has worked with Lil Miquela, a computer-generated virtual influencer, to promote its Fall 2018 collection via animated GIFs on Instagram Stories.
To announce the partnership alongside the label’s Milan Fashion Week runway show, Miquela posted a series of short Instagram videos featuring the GIFs, and invited her followers to head to Stories and play. The call to action read: “Go off!! #pradagifs are live in stories! Start posting and tag me.”
Over on Prada’s account, the CGI avatar gave followers a mini tour of the show space, a new Rem Koolhaas venue, while flying a drone around, which she controlled with her phone.
GIFs ranged from inspiration of Prada’s current collection, as well as nods to more archival pieces such as the SS10 flame shoe and the SS11 banana print.
Miquela Souza, or Lil Miquela, is a virtual version of a 19-year-old Los Angeles based influencer, who boasts over 600k followers on Instagram, and whose creators remain purposively elusive.
Speaking to the Business of Fashion in February, Miquela explains her success: “Initially, it probably stems from curiosity. I think people stick around because they end up learning more about themselves through the questions they’re asking. I love being able to communicate, learn and talk to everyone from all corners of the world. There is a sense of community to it as well, the people who follow me end up being friends with each other and the communications that it opens up is inspiring.”
Since “launching”, the influencer has been seen wearing the likes of Vetements and Proenza Schouler, while her music track “Not Mine” has been played over 100K times on Spotify.