With the advent of 5G era in the Internet industry, technical progress has an strong impact on people’s life. Intelligent technology is constantly upgrading people’s home life and the way of leisure and entertainment, and consumers who like to stay at home are getting closer to the virtual world. In addition to online selling, human-computer interaction, AR technology, 3D try-on and other technologies have also been realized. Technology has exerted a strong influence in this pandemic. It enables people to make bold attempts on operation mode, consumption idea and even design concept in advance, promotes the progress of human civilization and shows a profound influence on the fashion industry.
As COVID-19 influences the global fashion industry in varying degrees, various fashion events have been postponed; many online celebrities, bloggers and fashion buyers have been absent from the New York and London fashion weeks; Milan fashion week has to end in a hurry; Seoul’s A/W 2020 fashion week in March is also cancelled. Shanghai fashion week, which was originally postponed, has taken a bold new attempt as other fashion weeks have been left baffled. Shanghai fashion week has teamed up with Alibaba’s e-commerce platforms to launch the most special Tmall Fashion Week. It makes use of green screen, AR, virtual KOL, virtual flash and other surreal technologies.
As one of the most successful virtual idol, Hatsune Miku’s commercial value has been tested in the market for more than a decade and remain active. The virtual online celebrity industry is developing rapidly and undergoing a significant shift in the relationship between the brand and consumers. On one hand, the novelty of the topic and the affordable endorsement cost make the virtual online celebrity more cost-effective at this stage. On the other hand, consumers who are tired of the traditional way of celebrity endorsement constantly need new fashion forms, which drives virtual celebrities to develop toward the real and the statement-making directions. Lil Miquela’s team gives her a name in the real world as Miquela Sousa. She is a 20-year-old mixed-race girl between Brazil and Spain living in Los Angeles. And she is also a model and singer. She has her own self-awareness, supports the rights of black people and has spoken out against Donald Trump.
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