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PrettyLittleThing introduces first virtual model ambassador

Jeremy Lim
04 February 2022

PrettyLittleThing has doubled down on the metaverse with its first digital character who will model clothes on the online fast fashion giant's website.

Designed to bridge the gap between the metaverse and real-life, the fashion brand said the virtual model is the latest member of the "PLT family", and will begin her career on the PrettyLitteThing's website, showcasing products like one of its influencers.

The virtual model will also continually evolve and showcase "a range of emotions" to truly react with the its customer, according to the retailer.

Toni Hayden, PrettyLittleThing's Creative Director, said in a statement: "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.

"She will have ways about her that will be unique to only her and we look forward to developing her capabilities over the coming months allowing our customers to learn a lot more about her and what’s to come as we enter into the Metaverse."

Describing itself as a social-led fashion brand, PrettyLitteThing has asked its Instagram community to suggest names for the unnamed virtual model. The entrant whose proposed name is chosen will win the chance to be turned into another virtual model featured on site.

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