Move over Ascia, there’s a new fashion influencer taking over Instagram. Meet Noonoouri. Boasting black, swingy lengths framed by an eyebrow-grazing fringe, immaculately applied makeup, and an enviable wardrobe most of us can only dream of, the 18-year-old influencer has racked up an impressive following on Instagram, which consists of 66,500 loyal fans who flock to her page to admire her style and carefully curated fashion feed. The catch? She’s not real. Noonoouri is computer-generated, much like the infamous Miquela Souza, or Lil Miquela as she’s more commonly known to her 1 million Instagram followers.
Although she doesn’t quite resemble a human being, Noonoouri could understandably be mistaken as a real person. After all, she wears real-life clothes by designer brands such as Jacquemus, Dior, Fendi, and Ashi Studio; she hangs out with real-life people, like Carine Roitfeld in Paris, where she lives; she does makeup tutorials using Kim Kardashian West‘s KKW Beauty line; and she even made an appearance at the Fashion For Relief fashion show during the 2018 Cannes Film Festival. But no, Noonoouri isn’t real. She’s an avatar created by Joerg Zuber, the artistic director of Opium Effect, a global design and branding agency that oversees a number of luxury clients.
Cartoons and virtual reality characters are nothing new. We see them on television and play with them on video games. But recently, they’ve began to occupy spaces once reserved for real people. In early 2016, Louis Vuitton‘s Nicolas Ghesquière tapped a Final Fantasy anime character to star in the brand’s Spring campaign alongside models Rianne Van Rompaey, Sarah Brannon, Jean Campbell, Fernanda Ly, Doona Bae, and Jayden Smith. The reason? He wanted the casting to represent “a global, heroic woman for a world where social networks and communications are now seamlessly woven into our life.”
Noonoouri also just scored a huge campaign, taking over Dior’s official Instagram account for two days as the label presented its Cruise 2019 collection in Paris. She even rubbed shoulders with the maison’s artistic director, Maria Grazia Chiuri, during the occasion. “Incredibly proud of being part of this unforgettable moment working hand in hand with your supportive and warmhearted team. My deepest honor to work with all of you,” Noonoouri wrote on Instagram.
The virtual influencer has posed wearing luxury brands such as Versace, Giambattista Valli, and more – so could she soon have more global campaigns on her horizon? We believe so. This is definitely one It-Girl to keep your eye on.