Proving that Dubai is ahead of the curve, one of its biggest modelling agencies, MMG has just signed the region’s first virtual model and influencer.
Named Zoe Dvir, the digital model is described as being 22 years old and hailing from Tel Aviv. She is now available to work on campaigns and collaborations across the region.
Created by the technology agency Zoe01 from Israel, this new addition to the fashion world is set to take the region by storm.
While a virtual model may sound like something out of the sci-fi film Bladerunner, the arrival of Zoe is the logical next step for an industry that has had to reinvent itself from the ground up because of the pandemic.
"We are pleased to welcome Zoe to the MMG family and the UAE, and to be representing the region’s first virtual influencer," said MMG founder and chief executive Gosia Golda of the new recruit.
"By signing Zoe, MMG is taking initiative in the Middle East to lead the industry here into fashion’s digital revolution. This partnership will allow us to continue to offer our clients unparalleled variety and diversity in talent."
With a business structure built around global travel, lavish fashion shows and top models commanding five figure sums, the arrival of the coronavirus has thrown all that into chaos, and forced the industry to embrace new, virtual platforms.
Joining the online presentations, fashion shoots taking place over Zoom and socially distanced fashion shows, having an artificial avatar for a model now sounds entirely normal.
While Zoe is the Gulf region's first digital model, she is not the world's, and follows in the virtual footsteps of Shudu, who was created in 2017 by photographer Cameron James-Wilson.
Shudu starred in an all-digital campaign (also created by James-Wilson) for the French fashion house Balmain for spring / summer 2019.
There is also Lil Miquela, who has racked up 2.8 million followers on Instagram, and has even live-streamed fashion shows to her online audience, as well as fronted a Calvin Klein campaign alongside Bella Hadid in May 2019.