PrettyLittleThing has entered the metaverse with its first virtual model as it bridges the gap between real life and fashion in the virtual world.
The potentially controversial move from the fast-fashion retailer sees it using a computer-generated model to present some of its latest lines.
Called ‘Virtual Girl’, the digital creation has been referred to as the “latest member of the PLT family” and signals the the start of PrettyLittleThing’s journey into the metaverse.
‘’As a reactive brand we have always listened to our customer’s requests to provide them with innovative and progressive content,” read a statement from the ecommerce fashion brand.
“Virtual Girl bridges the gap between Metaverse and real life, where for the first time, our customers can discover PrettyLittleThing products showcased by the latest addition to our model / influencer family.’’
Read more: PrettyLittleThing launches NFT collection
The brand is also running a competition via Instagram asking for its followers to name Virtual Girl. The winner will also have the opportunity to be turned into a virtual model and featured on the site.
The news had mixed reactions with PLT fans, with many saying they weren’t completely sold on the concept.
Comments included: “Whatever this is. Please undo it. I can’t even shop because she’s so unsettling 😭” and “😬Don’t know how to feel about it. It’s easier to gauge my size when shopping online by looking at real models.”
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