Remember earlier this year when we said CGI models were about to take over? Well, it’s happened. For its Pre-Fall 2018 campaign, Balmain has enlisted three digitally-created models to wear a digitally-created version of the collection. 

“We reached out to Cameron-James Wilson, proposing that he help us construct a new, alternative and virtual Balmain Army,” the house’s creative director Olivier Rousteing explained.

Photographer Wilson – who found fame after creating Shudu, “the world’s first digital Supermodel” – created two others (named Margot and Zhi) to join her in the campaign’s images. The digitally reimagined clothes were created courtesy of agency CLO. 

Does the new campaign signal the end of IRL models? Are CGI models going to take over fashion, forever? Probably not, but watch this space.