China's virtual influencer Ayayi launches eponymous brand

China’s hyper-realistic virtual influencer Ayayi has officially launched her eponymous brand this year.

Building on years of cultivation in the digital content and virtual technology, Ayayi proposes the phygital brand concept, combining physical and digital substantial presence to create a unique style and product forms exclusive to the brand.

The Ayayi 1st collection is dedicated to bridging visual sensation with tactile experience, centred around the theme of ‘Dimensional Explorer.’ Drawing visual inspiration from wingsuit flying and embodying a philosophy that integrates virtual and real elements, the collection merges digital aesthetics with physical craftsmanship. Each physical garment corresponds to a digital avatar, the brand said in a media release.

Ayayi captures the pulse of the new era with its phygital product forms, dissolving the boundaries between the ‘virtuality’ and the ‘reality’. Ayayi envisions that the future products will no longer be isolated physical entities, but multi-dimensional experiences closely connected with digital contents, the release added.

Fibre2Fashion News Desk (HU)