By Kati Chitrakorn

A broad range of fashion brands, including Prada, Puma and Yoox, are creating avatars to stand alongside the likes of Shudu and Lil Miquela. Their common goal? To be purpose-driven and community-led.

Dressed in head-to-toe Prada, even adorned with the triangular logo-plaque earrings from the Spring/Summer 2021 collection, Candy looks like just another influencer wearing the season’s hottest items. Except she’s not — because she isn’t physically real. Prada’s new muse is a computer-generated avatar, created to promote a fragrance collection, also called Candy. First introduced by the luxury Italian house in 2011, Candy was relaunched this year through new beauty licensee L’Oréal.

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