IT was supposed to be a ground-breaking launch of the UK high street's first "virtual influencer", but Marks and Spencer's CGI creation is receiving a backlash from customers.
A virtual influencer?
High Street giant M&S introduced “Mira” on their social media a few days ago. At first glance, the creation looks heavily photoshopped, with long brunette hair, a block fringe, luminous skin and sparkling eyes. Seen sporting M&S fashion, it transpires her name stands for “Marks & Spencer, Influencer, Reality, Augmented” and she is virtual.
So she is their latest model?
M&S say of Mira, who has her own Instagram account: “You might notice something different about her…She was created by a computer. She’s the first M&S virtual influencer and is here to share all of her chic fashion and home finds with you.”
And?
Although it is augmented reality (AR), Mira has a “back story”, with M&S saying the virtual influencer is supposedly 32 and works at the M&S Support Centre as a digital designer. Her style is described as “chic and classic with the occasional bold print thrown in for good measure”. She also “loves discovering new trends”.
It’s a hi-tech direction?
Mira was created in collaboration with creative tech agency, Happy Finish. Jeremy Yates, director of strategic partnerships at the agency, said “Marks & Spencer are real leaders when it comes to strategic use of cutting-edge technology to engage existing and new audiences.”
And?
Anna Braithwaite, M&S director of marketing for clothing & home, said: “Her introduction is the just latest example of how M&S has become bolder in experimenting with emerging technology and trends to inspire our customers…A virtual influencer means we can be more fleet of foot in live trends/conversations and opens possibilities in both the physical and virtual world in the future.”
However?
Customers are bombarding the comments of the store’s Instagram pages with negative responses, including: “Never normally comment but felt compelled on this occasion. 100% agree this is a step too far. How does this embrace diversity and reflect your customer base?” Other comments are simply: “Just NO!” One follower added: “Read the room. This is an epic fail.” And another said they were “disturbed by the ‘perfect’ aesthetic”, adding they were “probably in one of your main demographic groups” for shopping.
It goes on?
One customer said it was “quite frankly ridiculous”, while another added it was “an insult” and one of the many more thousands of responses stated: “Would rather see real clothes on real people.” One official Instagram post featured Mira in leggings and a coat and the caption stated: “Mira is kitted out perfectly for her Saturday pilates class”, but a reply read: “Mira doesn’t exist. There is no pilates class.”
What do M&S say?
Some Instagram followers accused the store of “deleting comments that do not like the virtual ads”.
What about real “influencers”?
Mira is part of “M&S Insiders”, which launched in 2018, and is made up of M&S colleagues – from store employees and stylists to buyers and designers – who share style tips and product finds with their followers online.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules here