Marks & Spencer has introduced a virtual influencer called Mira as part of its Insider programme.
Insider features employees ranging from store assistants to stylists and buyers, who share their style inspiration and product finds with followers on their own dedicated Instagram accounts.
The digitally rendered Mira, which stands for Marks & Spencer, Influencer, Reality, Augmented, has had a special backstory created for her that includes being a digital designer at the retailer’s London support centre.
She will be giving style tips and highlighting new trends as well as sharing fashion and home finds with followers.
M&S said the move will enable it to be more agile regarding live trends and conversations and will open up new possibilities in both the virtual and physical world.
The Insider programme was launched in 2018 and now includes 13 Insiders.
