Lil Miquela, the new face of fashion brand PacSun, isn’t a real person

Lil Miquela, the new face of fashion brand PacSun, isn’t a real person Aug. 16, 2022
The California youth clothing brand PacSun has found its newest spokesperson in popular Instagram influencer Lil Miquela. You may not know this at first glance but look closer: She’s actually a computer-generated image (CGI).
The brand announced the partnership on Aug. 13 by posting a picture on Instagram of Miquela posing outside its store in New York City, New York. Miquela will promote PacSun’s back-to-school and upcoming holiday collections.
Lil Miquela was launched by Brud in 2016. The Los Angeles-based company is made up of 'engineers, storytellers and dreamers' who claim to specialize in AI and robotics. Miquela has three million Instagram followers and has posed with celebrities such as Stranger Things star Millie Bobby Brown.
But not everyone loves Lil Miquela. Some have questioned the unrealistic beauty standards the virtual model sets for young teens and say this is a way for brands to control influencers. Others say her unnatural, doll-like appearance is simply weird.
There’s also a bit of mystery around what Lil Miquela actually is. Her profile claims to be a robot but others say she’s just a really well-crafted image.
Regardless, the PacSun deal is another score for the fashion influencer who has partnered in the past with luxury brands Dior, Prada and Calvin Klein. On May 11, Miquela dropped a new R&B-tinged single titled Masterpiece on Spotify.