by Choi Sin Si
Irreplaceable crowns falling off from supermodels
Cindy Crawford, Heidi Klum, Naomi Campbell, Claudia Schiffer, Tyra Banks... They have shown us the most splendid time of supermodels. Supermodels were everyone's wannabe. They were the beauty standards. They were our style guides. We all looked up to them. However, these brilliant days are behind us. We are now welcomed to the world in the next level - Metaverse.
(Model Bella Hadid and CGI influencer Lil Miquela at Calvin Klein's # MyTruths campaign)
All I want to be is to be me!
"Love who you really are", "be yourself" are common statements from the young generation. This is the time when self-uniqueness comes first in life for everyone. All are trying to explore, embrace and express oneself, instead of trying to be someone else. This also explains the fall of supermodels. We are more willingly to look into the mirrors and take pictures of our reflections to share with the world rather than looking up to supermodels on magazines' covers.
Entering the age of self-media, there are more social media platforms provided and encouraging us to demonstrate ourselves. This leads to a rapid growth in personality-driven social media accounts. According to the research on number of influencers on different social media platforms (Instagram, Youtube and Tiktok) done by Mediakix, a US based leading influencer marketing agency, it reveals a 3.2 million to 37.8 million estimation for the total number of potential influencers in 2021. Talking about Instagram only, there are 20-80 million Instagram influencers. This proves stronger self-awareness and self-express will are growing in people.
Yet, scrolling through Instagram, it is not surprising to find repeated contents where people are wearing the same clothes, putting on the same makeup or doing the same pose. With the ease of the network, we are able to reach out to more people and to learn about new knowledge. However, this brings the problem of unifying styles and thoughts. In order to break the fixed image and be more inclusive, AI is here to come.
AI: Model with a thousand masks
Viewing photos in fashion magazines, most models are sharing the same look. Although sometimes we have models with different body shapes and heights, they are really exceptional cases which people will always talk about and make them headlines. It is understood that there are standards and requirements for being supermodels. To name but a few, reaching a standard height or keeping in a range of weight. However, this limits the possibilities in images. Today, AI gives us an infinite possibility in creating various forms of models.
With the technologies in creating AI models, we can pick different body shapes, hairstyles, skin colours, makeups or even sex anytime. This provides a more creative-friendly environment for designers, photographers and other fashion-related creators.
Fashion photographer Cameron-James Wilson created the world's first digital supermodel Shudu Gram in 2017. For Wilson, Shudu is his partner in exploring illustration, makeup, fashion and design. "...this encompasses and appeals to all my creative tendencies", he said. The digital model obviously helps provoking the exploration in his interest and creativity as he can change different features of her at any time.
(Digital Model Shudu Gram with
Tiffany & Co. jewellery in Vouge Australia)
Besides, changeable features of the models creates a more inclusive atmosphere for the fashion industry. The beauty standard becomes more diverse. "People" with "flaws", including acne scars and dry skin are also qualified to become models.
With all the variables and "imperfections" added to the AI models, they are more likely to be "real". Thus, more people can relate themselves to what they see. In this case, this also helps companies reach out to more possible customers. In other words, AI models have greater influences and stronger connections with the viewers.
(CGI influencer Angie)
Into the Metaverse, be your own supermodel
Stronger connections can be built between AI models and the audience. Not only in terms of their looks, but also the immediate responses and interactions.
(Welmart x Zeekit)
Back to the top where supermodels are mentioned. Supermodels are originally the style guides but due to the fixed image, people can hardly relate themselves to them. Even we like the clothes worn by the models, we are still unable to know if they fit on us. Therefore, AI models are created for virtual clothing try-on. For instance, Welmart has announced its acquisition of the AI-powered clothes fitting on Zeekit in 2021. Online shoppers can create the models according to themselves among 50 different models with different skin tone, height and body shape. They aimed for a continuous expand in its model selection, around 70 additional models will be added soon, providing a more complete and all-rounded imitation. Zyler is also working on AI clothing try-on which does not only equip with model selection but also allow users to upload their photos or to take pictures of themselves. The pictures of users will be shown on the faces of the AI models. Thus, it serves a "real" fitting experience. With the help of AI models, customers can give immediate response to the products. This attracts more fashion brands into corporations with AIs.
The development of shared virtual spaces is accelerated by the pandemic. People spend more time on the online world at home during lockdowns and work-from-home. Acknowledged with the fact that Less people visiting the physical stores, fashion brands all starts to work on their online shops and services. Some even tried to open virtual shops on the Metaverse.
Zepeto, an app which users can create their own 3D animated version of themselves and where users can interact with one another, becomes the pick for creation of AI fashion models and even opening of virtual shops. Korean beauty brand Etude House opens its virtual shop on Zepeto. Users can try on different products. Each product will also come along with suggestions of different looks.
With the popularity of the virtual world, even luxury brands like Gucci and Christian Dior are joining the metaverse in order to reconnect with their audience. We can discover the latest items released by the brands and even buy them online.
(Gucci in Zepeto)
Supermodels are not those to be looked up to. We are our own creators. With AI, we can be our own supermodels.
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