Virtual social media influencer Rozy selected as exclusive model for casual brand

By Lim Chang-won Posted : September 27, 2021, 13:55 Updated : September 27, 2021, 13:55

[Courtesy of Jill By Jillstuart]

SEOUL -- Rozy, a virtual social media influencer in South Korea, has been selected as an exclusive model for a young casual brand of LF, a manufacturer of ready-to-wear and fashion miscellaneous goods, reflecting growing popularity among young people in their 20s and early 30s.

Rozy has been created by Sidus Studio X, a subsidiary of Locus, a major content creator based in Seoul, to implement movements of a model through video beyond 3D technology-based images. The digital figure drew attention in January when it decided to collaborate with Shudu, a digital supermodel created by a former British fashion photographer.

Rozy was set as a 22-year-old woman who is interested in fashion and travel by collecting the most favored facial features of MZers, LF's casual brand Jill By Jillstuart said, adding the figure's lively image and hip lifestyle perfectly matched brand aims and characteristics of targeted customers. Rozy would communicate with customers with content based on the metaverse, a digital world that offers firsthand experiences, created by the convergence of physical reality and virtual spaces.

"We selected the virtual influencer as a model that shows a free and unique lifestyle from realistic constraints by reflecting the values of MZ generation customers who value various experiences and pursue change," said Kim Soo-jung, a Jill By Jillstuart team leader. "The virtual influencer is somewhat unfamiliar, but we want to effectively inform the direction of our brand and communicate with customers in a fresher way through a new model."

Since reorganizing its identity as an online-oriented brand for MZ generation consumers in 2016, Jill By Jillstuart has seen rapid growth by introducing a contemporary fashion trend that reflects customers' lifestyles, ranging from clothing to bags, accessories and shoes. 
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