Marketing
March 1, 2018
Moncler tapped Lil Miquela for its Genius effort. Image credit: Moncler
By Sarah Jones
Luxury labels have been embracing a different type of influencer, partnering with personalities that only exist in the virtual world.
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","iv":"9456235b3dab028402b48d9cbbf95d3e","s":"fe61c7cb8cf2c1ad"}
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