The fashion and marketing world is evolving at the speed of lightning—and leading the charge are digital influencers and digital solutions that marry technology and imagination. At the top of the most impactful trends here is the emergence of digital fashion avatars, computer-generated characters that brands use to promote products, engage with consumers, and make content creation easier.

These virtual characters assume a variety of forms. Totally computer-generated models like Lil Miquela and Shudu are purely virtual, interacting with fans through manipulated social media posts and brand endorsements. Others, such as Hatsune Miku, combine digital animation with human elements, such as voiceovers or motion capture. Whatever their form, these virtual personas have emerged as powerful marketing tools, particularly among Gen Z consumers who spend more time online than any other generation.

Real People, Virtual Faces

The international influencer marketing industry is booming, with its market size in 2024 being over US$24 billion and projected to expand to US$32 billion in 2025. A large part of the expansion is due to the adoption of AI-driven marketing solutions, including virtual influencers and digital fashion avatars, especially in Asia where technological development is fast and widespread.

In Europe and the United States, fashion giants are also catching up. Levi Strauss & Co., for instance, has collaborated with AI modeling companies to create digital avatars for their campaigns. Fast-fashion chain H&M has also recently launched digital clones—AI-created copies of actual models—to sell their clothing lines. These avatars provide brands with flexibility, cost savings, and a scalable method of creating high-quality images for various channels.

The Future of Digital Twins

Another trend gaining speed is the deployment of digital twins—computer duplicates of actual people who serve as substitutes in fashion magazines and internet commercials. Virtual influencers are unique in that they don't appear on social media or have histories. They are strictly for imagery purposes. Mango, for example, employed AI-generated models in a teen girls' campaign to demonstrate the ability of AI in unifying fashion and technology.

While these technologies provide evident operational benefits—e.g., quicker production and customized content—they also raise perpetual ethical issues. Critics ask if computer models will displace human talent, e.g., photographers, stylists, and live models. Others worry about consent, image rights, and the authenticity of AI content.

Balancing Innovation with Responsibility

One of the most significant dangers that brands take when using digital fashion avatars is that they put consumer trust at risk. Should the public learn that a seemingly genuine person within a campaign is, in fact, completely AI-generated, then the brand's integrity is compromised—especially if this was not clearly made evident. Honesty, then, is essential. Audiences are respectful of honesty, and brands must signpost digital personas obviously to ensure they do not compromise their integrity.

And then, naturally, there's the problem of representation. AI technology, as much as it can create diverse images, can quite easily mirror biases if it is not well-designed. An online avatar that is inclusive-looking in design but created without diverse input will nevertheless be short in representing fully. Brands that want to use AI responsibly must prioritize inclusivity, not just in appearance but also in the process of creating their campaigns.

The Future of AI in Fashion

As AI becomes more deeply embedded in the fashion industry, the trend of employing only digital avatars will continue to expand. Digital fashion avatars are not a passing technology fad—but rather a harbinger of a deep change in the way fashion is created, promoted, and consumed. Avatars can potentially allow brands to reach more consumers, try out styles, and react quickly to quickly evolving trends.

But to flourish with this technology, brands must balance creativity with responsibility. With ethical foundations based on consent, diversity, and transparency, fashion brands can surf the innovation wave without sacrificing trust.