What: A “virtual human” has launched the first fashion collection of such type ever.

Why this is important: Virtual Humans can drive traffic and increase awareness for retailers, as shown by Lulu from Brazilian retailer Magazine Luisa.

China's first hyper-realistic digital human, AYAYI, has launched a fashion brand named after herself. The brand blends physical and digital elements ("phygital"), using augmented reality (AR), mixed reality (MR), and generative AI to enhance customization and the consumer experience. The inaugural collection, "Dimensional Explorer," inspired by wingsuit flying, features garments each paired with a digital avatar, created through innovative digital assets and AIGC technology exploration.

In addition to real models, AYAYI herself appears in digital form modeling these outfits. A promotional video highlights the collection's minimalist street-style clothing alongside AR avatars exploring urban and mixed reality landscapes.

AYAYI, developed by Ranmai Technology using Epic Games’ MetaHuman in Unreal Engine, was China's first MetaHuman. She has already made a mark as a virtual influencer in various campaigns and is now venturing into phygital fashion, bridging the gap between the digital and real worlds.

A phygital fashion collection has been launched by a virtual human