Fashion’s next metaverse opportunity: Turning real models into digital avatars

Los Angeles modelling agency Photogenics is launching an avatar division, giving brands talent to work with in the metaverse that’s a departure from past iterations of digital-only personalities. All avatars are based on models currently signed to the agency, and act as their “alternate egos” for the metaverse.
Photogenics created the avatars via 3D scans of models’ faces, while their bodies were rendered from scratch. They were also given unique voices and styles to keep them “feeling real”, says Photogenics CEO Nicole Bordeaux. The models worked with Nina Hawkins, designer and founder of Lilium Labs, on their avatar appearance, including what features, clothing and accessories they would and would not be comfortable with for their virtual counterparts. Some of the models chose to reflect reality, while others took more creative liberties with their appearances; models are also able to decide if and when to update their avatars as they age and change. There are currently 13 models on the roster with more in the works.
Photogenics models are available for metaverse-based shoots, drops, wearables, events and other modelling jobs. Brands pay to licence out the avatar models for metaverse campaigns for a given period of time. Photogenics transfers an NFT with a built-in burn period, at the end of which the proof of licence expires. The client licence agreement specifies rates and usage, however, Photogenics has not disclosed how profits will be split, or how models will be paid, only that the division is a partnership between all parties and may depend on the project. Through the agency, brands can also employ Hawkins to digitise their designs and dress the models. Designer and Horizon Lab founder Sage Morei, who made the promotional film for this first group of avatars, is also available to create video campaigns.

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