After dropping its Autumn 2021 lookbook for New York Fashion Week, contemporary knitwear label PH5 announced its Chief Decision Scientist – a CGI influencer and model named AMA. Described as a young woman with a robust build, a cropped bob, and soft Asian features, AMA is not just a digital experiment but the new face of the PH5 brand.
AMA will become a key spokesperson in the brand’s fight against climate change and making fashion sustainable. In an effort to fulfill PH5’s mission, the digital influencer will use her personal Instagram account @actualAMA to discuss sustainable fashion topics like making production processes more environmentally sustainable and using more ethically sourced fabrics.Â
When trying to decide who the face of the brand would be, Wei Lin and Zoe Champion – the founders of PH5 – knew they needed a brand representative who not only had powerful reach but could represent every component of the brand and its deep commitment to sustainable fashion. Unable to find a suitable candidate, they decided to create one.
Lin and Champion collaborated with digital artist Daniel Krol to develop AMA over a 6 month period and turned her into the brand’s perfect spokesperson: they made AMA a passionate and vocal advocate of climate change and sustainability as well as an avid serial traveller. She was also given an extremely likeable personality that could make her audience feel safe and welcome.
This decision by PH5 to create and use a CGI influencer as a brand ambassador hints to changes in what the Fashion industry deems influential. For decades, Creative Directors, Designers, Models, and Celebrities have been the face of fashion.
However – in recent years – many fashion brands and labels have chosen social media influencers instead to represent their brand and to help them reach a wider and younger audience.Moreover, the creation of CGI influencers like AMA is an entirely new concept that could allow brands to perfectly target their ideal audience and everything that resonates with them.
It will be interesting to see whether other brands and designers will follow in PH5’s footsteps.