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Pacsun expands digital presence with virtual influencer partnership

Jeremy Lim
15 August 2022

Pacsun is further expanding its digital presence within the metaverse by collaborating with the first known virtual influencer, Miquela, for its latest campaign initiative.

The specialty retailer and Miquela will collaborate on social content to amplify the brand’s back-to-school and 2022 holiday campaigns, with the brand leaning more into the virtual influencer space and the metaverse heavily throughout Q4.

Miquela became a phenomenon in 2016, when the 19-year-old robot based in Los Angeles appeared on Instagram and instantly went viral. Since then, she has graced a billboard in Times Square, has been named by TIME Magazine as a “most influential person on the internet,” and has gained a millions-strong cult following known as her “Miqaliens.”

The digital personality has paved the way for computer-generated virtual influencers, which have become a trend in full growth today. These digital personalities are popular amongst younger, Gen Z audiences, celebrating diversity and representation for all.

Major fashion houses including Dior, Balmain, Kenzo and Prada have helped spearhead the trend as well.

Brieane (Brie) Olson, President at Pacsun, said: “Miquela has become a digital muse for Pacsun and we’re thrilled to be working with a great example of a strong female advocate and inspiration. She aligns with our core brand values and vision…speaking out on important social issues like BLM and Rally The Vote, as well as achieving inroads into metaverse fashion and culture. Miquela has been traveling to New York City, and we’re excited to invite her to shop with us in our Soho location.”

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