Fast fashion retailer PrettyLittleThing has entered the metaverse with its first virtual model.
The brand announced via its Instagram and Twitter that it welcomed a new member to the PLT family.
CEO of the Boohoo-owned brand, Umar Kamani, also shared the announcement on his personal Instagram account, writing: “So excited to be taking @prettylittlething into the metaverse.
“We launched our first ever virtual model today! You can shop her looks on PrettyLittleThing.com and have the chance to name her on our socials! Welcome to a new world.”
The unnamed model, ‘Virtual Girl’, is now appearing on the PrettyLittleThing website and will roll-out across beauty materials, as well as fashion on the e-tailer’s site.
Head of Creative at PrettyLittleThing, Toni Hayden, said: “We want to make our girl as relatable and real to our customers as possible.
“We will build her lifestyle based on our customer's interests, likes and dislikes. A true ambassador for the brand.”
The brand has asked its Instagram community to suggest names for the virtual model.
The entrant whose proposed name is chosen will win the chance to be turned into another virtual model featured on the site.
Social media users have been quick to give their suggestions with Princess, Bella and Kiarah given as options.
However, others haven't welcomed the concept and claim that they would prefer it if the brand used only human models.
One user said: “Are we so unhappy with the real world that we need to fake a world?”
Another commenter added: “Please can you just pay people to be models instead of replacing them with virtual ones to lower your costs and increase your margins.”