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The rise of digital technologies has brought about groundbreaking changes in the
What Are Digital Twin Models?
A digital twin model refers to a digital replica of a physical object, person, or system that behaves and functions in the same way as the real-world counterpart. While the concept was initially developed in industries like aerospace and manufacturing, it has found a unique application in fashion and modeling. In the case of digital twin models, the technology involves 3D body scanning, motion capture, and AI-driven simulations to create highly realistic virtual versions of human models.
These virtual models are generated using cutting-edge technologies such as machine learning, 3D rendering, and virtual reality, which allow them to replicate not just the appearance but also the actions, poses, and emotional expressions of a real model. With this, brands can create highly realistic digital models without the need for physical shoots, travel, or even human models in some cases.
How Digital Twin Models Are Created
Creating a digital twin model involves several stages:
3D Scanning : The first step in creating a digital twin is to scan the model’s body using a high-resolution 3D scanner. This allows for an accurate digital replica of the model’s height, shape, skin texture, and other physical features.
Motion Capture : Using motion capture technology, the virtual model is made to mimic the real model’s movements, gestures, and postures. This allows the digital twin to perform in the same way as the human
AI Algorithms: Machine learning algorithms are then used to enhance the digital model's expression, body language, and emotions to match the real-world model’s personality and characteristics.
Rendering and Refining: Once the basic digital model is created, the rendering process begins. The virtual model is then painted with lifelike textures (like skin, hair, and eyes) to make it appear as realistic as possible.
Examples of Digital Twin Models in Fashion
Several brands and companies have already begun experimenting with digital twin models in their campaigns. Let’s take a closer look at a few examples:
1. Shudu Gram - The First Digital Supermodel
Shudu Gram was one of the first digital models to gain widespread recognition. Created by British artist Cameron-James Wilson, Shudu is a hyper-realistic digital twin with a striking resemblance to a real human. She became an online sensation and even landed campaigns with major brands like Balmain and Fenty Beauty. Shudu’s success raised questions about the future of modeling and advertising, as she has no physical existence yet has an impact comparable to top
2. Virtual Fashion Models in China and Japan
In countries like China and Japan, digital twins are already being integrated into mainstream fashion. For instance, Tina and Imma, digital models in Japan, have been used in fashion campaigns, print media, and virtual catwalks. In China, brands like Mogujie have incorporated digital twins into their e-commerce platforms, offering consumers the ability to interact with virtual models and view clothing in augmented reality.
Why Brands Are Turning to Digital Twin Models
Benefits of Digital Twin Models
1. Cost-Effectiveness and Efficiency : Digital twin models are cost-effective, eliminating the need for expenses like travel, location, and model fees in traditional shoots. Brands like
Example: Brands like L’Oreal and Nike have used digital twin models in virtual campaigns, reducing costs associated with travel and shoot logistics.
2. Customization and Personalization : Digital twin models can be tailored to reflect different body types, ethnicities, and skin tones, ensuring diversity and inclusivity in campaigns. Brands like Fenty Beauty have used this technology to mirror their diverse customer base, overcoming physical limitations.
Example: Brands like Fenty Beauty have pushed boundaries by celebrating diverse skin tones and ethnicities in their campaigns.
3. 24/7 Availability and Flexibility : Unlike human models, digital twins are available around the clock, enabling brands to use them for ongoing campaigns at any time. Imma, a virtual influencer, works across platforms, social media, and digital runways without the constraints of human scheduling.
Example:Imma, a virtual influencer, works constantly across platforms, including social media, online advertisements, and even digital runways, without the time constraints typically associated with human models.
4. Ethical and Sustainable Benefits : Digital twins offer an environmentally friendly alternative to traditional campaigns by reducing the carbon footprint from travel and large-scale photo shoots. They also help address ethical concerns, promoting diverse beauty standards and avoiding unrealistic representations..
Challenges and Ethical Considerations of Digital Twin Models
While the use of digital twins offers numerous benefits, there are also challenges and ethical considerations to keep in mind:
1. The Loss of Human Connection
One of the biggest concerns with digital twins is the potential loss of the human touch in advertising and modeling. Many consumers still prefer seeing real people in campaigns because they can relate to them. Virtual models, no matter how realistic, may lack the authentic connection that human models bring to a campaign.
2. Ethical Implications and Representation
Digital twin models can also raise concerns about representation and body image. While virtual models allow for greater diversity and inclusivity, there is a danger of creating unrealistic beauty standards by emphasizing perfection. Additionally, there is a risk of brands using virtual models in ways that reinforce flawed ideals of beauty or limit opportunities for real models.
3. The Future of Employment in the Fashion Industry
As digital twins become more prevalent in campaigns, there are concerns about the potential impact on real-life models. Could virtual models replace human talent in the future? While digital twins can never entirely replace the human element of a campaign, there are concerns that they may become more common in advertising, leading to fewer opportunities for human models.
The Future of Digital Twin Models in Fashion
1. Virtual Fashion Shows and Digital Runways
With advancements in virtual reality (VR) and augmented reality (AR), we are likely to see fully virtual fashion shows where digital twins walk the runway. This allows for limitless creativity and innovation without the logistical constraints of traditional runway shows.
Example:The
2. Integration into Social Media and Digital Marketing
Digital twin models will continue to grow in importance on social media platforms like Instagram and TikTok, where they can serve as virtual influencers. Brands will rely on these digital models to create customized content for different audiences across platforms, potentially reaching millions of consumers globally.
Example: Lil Miquela, a virtual influencer, already has a massive following on Instagram, collaborating with major fashion brands. In the future, we can expect many more virtual influencers.
3. Virtual Shopping Experiences
The future of e-commerce will see the rise of virtual shopping experiences, where customers can interact with digital twin models to try on clothes virtually. This could revolutionize online shopping, providing a more interactive and personalized shopping experience.
Example: Brands like Zara and H&M are already experimenting with virtual try-ons using AR. In the future, we could see virtual twin models walking consumers through digital storefronts and recommending items based on preferences.
Fashion Events and Festivals
1. Fashion Week New York (2025)
Dates: April 2025
Location: New York, USA
Overview: This major fashion event will likely see virtual models integrated into digital presentations and runways, showcasing the future of fashion technology.
2. Lakmé Fashion Week (2025)
Dates: August 2025
Location: Mumbai, India
Overview: India’s premier fashion event will explore digital twins and their role in the future of fashion.
The Future of Digital Twin Models in Fashion and Marketing
As the fashion and advertising industries continue to evolve, digital twin models are becoming an increasingly important tool in creating innovative, inclusive, and sustainable campaigns. From reducing costs and improving efficiency to expanding diversity, digital twins offer exciting possibilities for the future. However, the rise of digital models raises important questions about the impact on human models, ethical representation, and the future of employment in the fashion industry. As we move into 2025, digital twin models are set to play an even bigger role in shaping how brands create and deliver content, giving us a glimpse into the future of fashion marketing and virtual influencers.
What do you think about the rise of digital twin models in fashion?
