After being absent from some major brand deals, virtual influencer Miquela is making a return with teen retailer Pacsun. She will feature in Pacsun’s back-to-school and holiday campaigns to promote customers’ navigation of their virtual and physical selves. Pacsun entered the metaverse with Pacworld, the Roblox space where it sold virtual goods like beanies, and also worked with YouTuber Emma Chamberlain to create her own avatar for Pacworld. Miquela’s previous projects include Prada’s Instagram account and a Calvin Klein campaign with Bella Hadid. Pacsun’s strategy to involve digitally native Miquela with her history and already large following plays into its commitment regarding Web3 engagement. Her advocacy for women’s rights and diversity is an advantage too. All of this is best suited to reach Gen Z, Pacworld’s main target.
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