Virtual Models – The Future of Fashion Ecommerce?

Published by Color Experts International April 3, 2025

What Are Virtual Models?

Virtual models are computer-generated humans that resemble and move like real people. They are created using 3D modeling, artificial intelligence, and advanced animation techniques. You can dress these digital figures in outfits, pose them in different ways, and even have them appear in videos or live streams, much like traditional fashion models.

There are two main types of virtual models:

Fully AI-generated models – These characters are entirely fictional. They don’t exist in real life. Each has a unique personality, name, and social media following.
Digital versions of real models – These are 3D models of real people. Brands use them to work faster, cut costs, and run digital campaigns without a physical photo shoot.

Some virtual models are extremely popular today. For instance, Lil Miquela, a digital influencer, has millions of fans. She has worked with top brands like Calvin Klein and Prada. Another well-known virtual model is Shudu, who is famous for her striking beauty and high-end fashion style.

How Virtual Models Are Being Used in Fashion Ecommerce

Brands use virtual models to enhance ecommerce. They make online shopping more interactive and help shoppers visualize clothes.

Virtual Try-Ons:

Shoppers see clothes on models with similar body types. Some websites let users try on outfits virtually with their photos or 3D avatars.

Diverse Representation:

Virtual models can be tailored to show various body shapes, skin tones, and sizes. This helps brands promote inclusivity and lets customers connect with the models they see.

Consistent Product Showcasing:

Digital models show each product in the same pose and lighting. This consistency helps customers compare outfits and notice clothing details.

AR and VR Shopping Experiences:

Brands combine virtual models with AR and VR. Customers explore virtual stores using phones or VR headsets, watching digital models on a runway.

Marketing and Social Media Campaigns:

Virtual models are used in digital ads and influencer content. They can be styled and placed anywhere. It helps brands run creative campaigns without the costs of travel or real-life shoots.

Benefits of Using Virtual Models for Ecommerce

Virtual models are not just a trendy tech gimmick. They bring real benefits to fashion ecommerce brands. Here’s why more companies are going digital:

Better Shopping Experience: Virtual models show how clothes fit and move on various body types. This helps shoppers feel more confident about their choices. As a result, online shopping feels more like shopping in a store.
Fewer Returns: When customers see a product on a model like them, they are more likely to choose the right size and style. This results in fewer returns and happier customers.
Lower Costs for Brands: Traditional photoshoots cost a lot and take time. Virtual models allow brands to show new collections without needing locations, photographers, or makeup artists. This saves both money and time.
24/7 Availability for Campaigns: Virtual models don’t need breaks, travel plans, or schedules. Brands can use them anytime for digital campaigns, seasonal launches, or website updates.
Scalable and Flexible: Virtual models can be adapted for any brand. They can wear any outfit, pose in different ways, and appear on many platforms, whether it’s one look or a thousand.
Eco-Friendly Option: Brands can cut their environmental impact by skipping physical samples, travel, and shipping for shoots. Going digital helps make fashion more sustainable.

Challenges and Limitations

Virtual models offer many benefits to fashion e-commerce, but they also have downsides. Like any new technology, they present challenges that brands should consider:

Lack of Human Connection: Shoppers often connect better with real people. Virtual models, even when realistic, can seem less relatable. They may feel too perfect, creating a disconnect for some customers.
High Initial Costs: Creating high-quality virtual models needs skilled designers and 3D artists. It also requires advanced software. For small or mid-sized brands, this can be a big upfront investment.
Ethical and Representation Concerns: Concerns are growing about unrealistic beauty standards, cultural appropriation, and the use of virtual models. Brands need to promote diversity and authenticity.
Technical Limitations: Not all ecommerce platforms support full virtual model integration. Issues like slow load times and poor mobile optimization can hurt the user experience.
Dependence on Tech: Brands using digital models must keep up with tech trends. If they don’t update their software or platform, problems may arise later.
Trust and Transparency: Some consumers might feel misled if it’s unclear that a model is virtual. Being open about using CGI models is key to maintaining trust.

Real-World Examples of Brands Using Virtual Models

Many fashion brands, both luxury and mainstream, now use virtual models. They do this to show off their creativity and stay current. Here are some notable examples:

Zara

Zara has used digital models on their product pages and in online campaigns. These models give a clean, futuristic look that fits with the brand’s fast-fashion style and digital innovation.

Balmain

Balmain introduced three virtual models – Shudu, Margot, and Zhi – as part of their fashion campaigns. Each digital model has a distinct background and style. This approach helps the brand push boundaries and spark conversations about diversity and technology in fashion.

Nike

Nike uses virtual try-on tools and AR technology to let shoppers see how sneakers will look on their feet. This immersive experience, although not using full-body models, sets the stage for further virtual integration in ecommerce.

The Fabricant

The Fabricant, a digital-only fashion house, designs high-fashion clothing solely for virtual wear. They display their digitally created garments on virtual models, doing away with the need for physical products.

Tommy Hilfiger

Tommy Hilfiger uses 3D design and digital models in their supply chain and ecommerce. This speeds up product visualization and cuts waste and costs.

Yoox (by Net-a-Porter)

Yoox

Yoox launched a virtual model named Daisy in 2018. She showcased curated fashion collections. Daisy offered a new way to browse items. This blend of AI and fashion creates a unique aesthetic experience.

Role of AI and Machine Learning in Shaping This Trend

AI and ML power the growth of virtual models in fashion ecommerce. They make digital experiences smarter, faster, and more personalized. Here’s how:

Creating Realistic Models: AI helps designers create realistic skin, faces, and body movements. Models adapt and improve with machine learning.
Personalized Shopping Experiences: AI checks your browsing history, body size, and style. Then, it suggests outfits on a virtual model that matches your look. This creates a personalized online shopping experience.
Predictive Fashion Trends: Machine learning analyzes fashion data from social media trends to seasonal changes. It predicts customer wants, helping brands showcase styles before competitors.
Automated Styling and Outfit Generation: AI quickly creates outfits by combining items from a brand’s catalog. Virtual models showcase these looks. This saves time on styling and boosts product visibility.
Faster Design-to-Launch Workflow: Brands can skip waiting weeks for physical samples and model shoots. They can use AI-generated models to test and launch new styles fast.
Enhanced AR and Virtual Try-Ons: AI powers real-time virtual try-on tools that adjust garments to body shapes and movements. It helps render fabrics accurately, showing how clothes stretch, fold, or flow as users interact with them.

Future Outlook: Is This the New Norm?

Virtual models are not just a trend; they are becoming a permanent fixture in fashion ecommerce. As technology advances, these digital models will play a larger role in how we shop, market, and connect with fashion brands online.

Shortly, we’ll likely see:

More Personalized Shopping Experiences: Shoppers can try on clothes with avatars styled to their body type and preferences.
Increased Use in the Metaverse: Fashion brands create digital-only collections and host virtual fashion shows. Virtual models show off clothing in 3D environments.
Hybrid Campaigns: Virtual models can be used with real ones. This hybrid approach helps brands tell dynamic stories and reach wider audiences.
Sustainability-Driven Innovation: Virtual models help the fashion industry go green. They reduce waste, cut overproduction, and lower the environmental costs of traditional marketing.
More Affordable Tools for Smaller Brands: Small fashion brands and independent designers can create virtual models using accessible software and AI tools, no huge budget required.

To Conclude

Virtual models are changing how we experience fashion online. Lifelike avatars on product pages and immersive AR try-ons help brands create smarter, more engaging, and personalized shopping journeys.

Fashion ecommerce offers lower costs, faster production, and a better customer experience. However, ethical concerns and tech limitations remain. AI and machine learning drive innovation, making virtual models more realistic.

The question isn’t if they’ll become mainstream—it’s how fast. Brands that adapt early will have a major edge in standing out, staying relevant, and meeting the expectations of tomorrow’s digital shoppers.

So, is this the future of fashion ecommerce? All signs point to yes.