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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6VxGB5ka5AlNDWZkmX7oFevPce0wJ5tOY50PwOpwXDB654C0qLz3HK1mQfqS6cPqF3VNao\/yqtE0lZBuTFcii79KECCdBvPpi6ZXVEZn0qVoAhDcNtG7xuHglPPqqWfbjZh3WTc9JAKnKgJhyNDiveylqdu50CmjWkoQAQ233dFnBh16vFQ182Uw255Ry8Yn\/Q2ul985h5YKB7E7E2Flei5aRY4Fv\/GLL7pRtKZC2BxW\/fxN8677Al1myWUrhEXqtxRLzDC2XAd5GoYIB\/lo8SM5Ns6K63KAUCyqqGBc\/Oaoeddr1949ZsgvJujeKT5BEzyDagiIJF+zPfryGFO1qbHu6cPDaoC\/Ogh+MoxIWiz46NAcz6SgzANIuYOTNM67vd\/rPeDicdYj3L2k8RbGT126cVZWrc1U5finYQj9RSkhQvRDJMeel+XSKTZ7h8vYzB5O5aJRFRr00YkyXbtJH4ZZRuiU+19he4Cg5sIQzr7aIjioPQt6QxvkcuJllDtBojTX\/6fQVWZ844nXyulBBeRX4RK\/oAowPCOpDHTYlOZY3phFqj7aZk5m7dWZ2jQaK02sqbgZnVpoj++bAbRQsOMyqj677cLfOokE4ExckT3SAiXNgWHKImMnj4wBO7w33DpovoWzrEiJSIaZSIqYSSIeUkpPJv0D0cX3ClF+5CKsV0O0kWd3+iQFOpHwJbapV0PivpbzrPo7enw\/wgD3Vb1W9d2Jd8ZDTgK432W1fthweG6cdngwm2NinUF0oiGyomP\/ZciX2JqQTB6qDxI0iuomcHF5IgUR1HUCmbyrbTCttWmjipszFFLRdb4Z8DTQTAGxIlY9jJv+3DNXszt2jBp6+v5NI34bkbQhDmWhPqJ9uPs84+8Dkf4BecsESjTSC308o7ZUFZWfZrelfNQplT\/z3K8QsvPTe2tZrcPqXpGJlj387slQhWotxTqE67j\/f5QKbMFniGyEJZvH+KNNi9VS6xB4JwwvwN3zcArP\/Oogtgt2iAvIgni\/wyxkkjSxmar7rp8vNiTqxjmdLAPn\/CZtrAbGDJBu3IdhRUr+k74diZNA4uLk8vI4gvHLNScmEtluFkqyAJ7lTFm2PEV1bOZIN7sXShI9uB0BuA8qNWYqLpwR2OtbLoJ1Um2FDLo\/jxutbIE2xzvwDFRz0c0LXDtIIZExpDqDvZtkTiaOreReqq\/z13STfj+i3cX2zEhf9DaiVsrJ239NIdNPYaWXRD56pvgQyIvTLkkmHkWJlBAmdwKCpVLD2+uuYQ1ImGw1d96CQ3FWbmDA3Hisnjt3FLxucvxys9zgf4VSbP95STTNnYpYeF11rogqRHp5\/mYa\/aoti2QZLguiGmkjUTrngi3xV6NDBl\/13w3MlZL7pi8ma1vYKFb1fHMpxd7QZicf5QK9Tqlzh3Ks2sg\/JGh2y0jUCOtixGVDWok9NxXlBzJ7pTSDABAEE7nQgdGg\/s\/aW7cPxjfgkUUMLnYNkCJcJ3gtjQGxBbXmyLB7tPe2YkmKvIFYAqTA1qdpbWAWcUi\/XMXUvdkvTtrYlradSyNpYAzJ6AgY7ixyzuCMyyd8PpW2MqTKaRy+ulQwuQ3kD8L8uQH1jyHO0K7tV8u9V4L6CHuoThUfnfRrYG4ThXrKpxj12WhYNn0MWUZuLx+2d9GLrm5lQjQsd3nbL35ASVNjvl9D9H\/hK+iGXI7NkwBhXYomKzm\/CoWYSqMeVNdqwAdnttDKzwPeXID0HY5bb3XyTGOyIuH\/GO+1+2Q\/B1C+UMzN1Jb5THfn5WnVk9BfPA01molBw\/2gsJDfwkll9ZqZpQ2PsuXl8O3WcLb7QgCUPWJIKr\/FJuj59NAvNBiHusotpGTwy\/Wgwn4x5Fs6rLRPYwKN8gjGLhY1D3WspAjpuubvj4MqsRsBZG4UX7GoT4wSWvNI\/KXEUXm0JFOEe8CumaXOCfEjI3i4YlfmQYzA0L82CLWMiL+XGpywy\/c5Ghqa1Llm\/C6x0rHo5p3X0iWGaLGL1Ela0k0Bhtf5IgjUuWdnsslkLQnschQJKCHh9D5T3llxkUDBX44ImKcZacRcr+tY9d5+rDmQme3lXhgDNxBAf+PUiZtWQMy+AfkJU6MIJPqdK9ZeopzB8LOHdbyI9VRYaNqVOy2o0xiHl0A\/1jbEmC3TsStDNVg0k8W1BwbYRUpfVoB1FFdN6kyOY0KtNADWzDAiugRkT9GASMtaj7RHErKRcpTnK3Poo5NEhkom8J75TzyBAlLBcpHnLM8ZaKLFiJNRo4+P6Ofh72qVOwNtF+Iv\/KJetBHLG\/qaJvdYF5J94SA9w5N2\/UxNGlBScPHuX\/9YvpfcaUHGjC7FYGo0ncTibRjH9kwoMSyf3yYd3lLmypnJLG4AYw7STim8TbpvA7yApX97vm8YQPVHrWXSeEtzzxFpRqWfxEZ371rMCaw1NfKcjsePj1gT7CLCgA86ga+xdFcREJjXv+inSEBZAEuMyN8JdlZ7mQC8EZBr56exKHvzOma3NaCVk6wPpTHOa3xVFu7ZDt9SlYwZaNwZw1yMHdC3IDvTC2tYyRLtGvQgHgR4C3W\/VSIViGP7EajZPu2NlzeHyf5dTKceyUq8sVbUGql83nshKuVnWuzY3M4jgbiI+E8era8AHPRieDpTdm1hYynG86V3dlDtBZKtonlxvBhexYD4Qc4FFOyrLYbnqE1WaZas8\/CCBNwGNYQFZ\/WwLZ9SMylh2b7xFg+acIlFy4M\/1AotnpVGvwi1noZust5QWwNynaOa6KDOxldpx6NgdL33BqB5f5IfsFc6fJG5pVNPyc4npUbBeRzYcXK8TGfPTNzVOX64TxWT6Bx1ygj+R+9+sGjNOLJk8bqz8FmBTcp+MYrIPSPbL2oz3wgRdAy7PeApJx3W+fDN2XmtulFEVBZJpa43avnTXiMlenQMXWYrPOb2cZ2OCY6p\/quFvm8mG1phWr7Oa8pfP\/ap0UClRbXIN\/2CtkDpvhj4Gy4\/xSSuxFNaPpWcJ4\/wsEU6WALWVb1NqAQTYgcVEkN0ULR1JgjPd72l7sdKTlYI2NM0cPO6xwWPk6f1aFzO2ViN9c0necTS7vOnbhDaeRmoJ8\/7\/QBUIn1x3DXGwLR8iyGoZXOpzyXOUgXXqCPTrHw+7zfxp51BRjM7aU7+IIS1lBWzXy\/V+HkRkVU1GzubtEgkDo7Om41fgqcJYK9V64U6IApWhC5Ilc4kGGywV2jMYVoqqab6hRIrTIH\/7AkSBeNFdXku63h6Eg7LMw5TvjoELpifS6baMeVij69vmGqBheRBm2C+zBZalZlX\/\/PIn9rMLS8pqsLdyTlMGsx3gazRP4HQ\/fW6XNQnxfw8QcwqdK+uPGnV+LVIA8sW3qLDe254EnsAxj+S+BoE50f53VqpqwU7btl8ipvLL3po6juJCRVMeXAkkhfvGL+pmdjZliym\/m15v36MtQOxiqVFgoU91jGmsIVdjahuJw1BU4c2X3JC2uYAyvtYe28zL3luz3V6YTRX2ZriURae4ZlNnWHHwbn7A6syh67\/\/PxTgBzjWT3LX7p6PEdKcXoSlKmcFxKC8FpXDX2sjh4sXNyZVF4dstYBcN9X8JDyaA\/ftb84Z1CUnqDeHK1NsN9fQE2U9HJh\/AJNsfBtBcdCjmT2flm1sRifq+2wyfW05HtauekVwq2BO4TyGqeD8jl8jpMxkYTafPUkK7TuaiwdxiLY2NIWfyc3H4e\/2+23kaUvSfYW\/42TwpHFgxnQjtR9NDSvM6RTmLX68qkxBJGmy7+\/xLYg5T+\/HjyEY0UA56HyPDm8SvkCesFdxBzQ8YwvEUaIgsK39Vf+QyHLSRtIM19Fyi4aLinM4qEzffDZ13YUMC2jaiUuWmlUPDW\/\/NW5TTfJw\/JMeGqW7iv2BbuF87uUzwW6QZqOGUn9OEiQSBNCI5k0yy\/s9uctnbeNqw6cr5lWMhb3ZzrmD3AaZDq6nTR4RShIExicmjvYTtRY1DWjqaZcFRMt1bdDxfkhg4MGxmpBP8Oa9yRYyhzxXLqa3\/hHbvhkkCzmqQ5uofN3hq5dVf294KEpiQVMz2N50ivnvQpE5g\/6Uez9wboUFzaDdPjtlXBIO4kGBTDuzPjrA89X65i0NfhIf3o9AeL9lKU6daNtkyix9LJqzXtYK\/vZIuvhjgQsMQJ2dIAjAYC\/X80Inzf4tF3WNBn\/gFqsSgptKLaeg1PnQAK82O7QFkC4h7hzW\/ykeHGKFegXlgf\/DtA32PZlsRf87bGXpWUgx6eGHHMRLGSiVZSSPZ3BiQsSgjAzotZAVnta+cgCxQyjX21gMMPDWXOiPZuyjb3xWFW+4+wwm0UgDMNhesuXsB4NGNWyreBzoHinhChedEIy5wff2ZjH1bumLOK7R8mc\/grn6H5HhjBzqTko61bN10zDy6OqPZ80O4arIRRFDPh6EhNb\/2on3dBYElezE+GYHgOVhs\/oj9jOGUizsZZ4QgVYYohtBoT0fUh5rS4h86+YmvcJimYJWG2CvQUW7z+thAxY70yDEwnrgow9dyhH8qkZiYNOKddaTyTfN1CyxGGM7lx9TUr2X3O20V6HUcGFA6cIhjEjBZu1BLeLdst41Fd5\/+MMzO3+r+xQl4skt5D\/RcKJaHFlZxtr\/I9Wf94FI9DUdejwdtPijeWD55vgRXqE0aPC1mR4cEtW57Xdbk0VSb\/C4L5WP9I6HD\/62+x8rYNEDo7H1MDAAPhe5yigscAJzn53n8tKq2EN8OvL1WKixi84ssBxpxZyLJGlyuZnkhety3DcYIRhCxZQoiwv\/52q+qxGFgGQoAMMoGKC2GnHmY6b7kGvhkL36yQ\/XyGl3HpXpuuq7c9n5RhOdvjomohOWZHPHxDC\/07Urj6CJ6hmazKcToImE5Iy7InLL6mQgmzERbDCIA5dtxj7i4\/GoOWBshk47UGM5j5URSOmBtwUlUTtxPc0UKl2R0t8RcQHrZQLZDebc5I+OvFX3fn0nwbU7XWGoDcigLT3yAiNoT8eLCIU0EyfkyH\/XJYiMzK3TClwTkFLuHsrCVs7sQlveETTvqwkiMtFYyG8acIbAWbk+IN24HdOTR\/NBu9c6N3iW\/z8O7o1K\/7Cb6vyr13xB40YhrJ\/+M7PKKelUXlwx8EYKd1PXrWn7th2UJTMFkS1mDVYjJsoVdTdAJnEcYOLFzyOCHP\/EQXjXPSrJXB9ayl1cEMiHgA\/AKngysutv0AwUxzMMf8qKRVB8MRz4NK3yGYqyrJgNiJinsrUF0p5VXJlQhLohgsqR+FswgBSKX71k+mxYtAKQ7v64P8oD8RoTTeBjEZ9lvgF+C\/1aE10XiF2JN8zvgZz1Fr+9m\/cBNMDaIliXkNG3j8mea8X\/Tb0d4cBvfgIUGYmEpfq8YC6LXlfeNNNKhCIs7DKdfS+ygLMNi8Je9gFmLw\/Sge9w7M+UMlePYlybTW+CO0DsAEEGL5jvy2L6YQ6GeQQhsebYvfXnianSAcR\/ZWIyTUT6LYuTkoSoesPlAxwabtGaIJj2j7njeB5tfqL60DHZEfMF9oIV3TPjYCuA\/cE3oJpt0Y+7p0SHkVoEyDAMo3sjs77qQvEJjWSwa7thccwlCwJuVeNpu3vhoTu8iJU29+Q634A\/GZP1sJgujT2GztV5QAQfDN1oF6gjWKihmlq3++vMq9yyOuQUpMDPB9jNyzF1q3vQm4f2AK+9emTqtPKMC72rlzEfFcASzaGqMaMCXyj21fGlfMPazEnmeb8YaEOvPv5fImgqEkGokEVMKnmYT7yIaqBeBOwWfrMcyeSpv0TW3ejvTCQzETvqehNaJQPDuuNEpZnFqCkJkwajecrx6F21oHdTaUYZdVaMkf9+72\/RTo24UWrGhFqM1Vt3td1fBQSAhtUpcB1EVhtQXgbEqh7XR\/7Ln136JFcr9pqab+KyyKG1+SxFmy79s3LjNdNMb1teGNmwpW2PJxanfO\/OcUWiq8Gu8iA3KK3l4Xo1fMXlF+5K5mdOHTigwPenYcvFMLN4ng2qssICt6tAdzYjOadsku2DCCg9hTOx51Ll7GvIMP0YDENiBidXYUm67L3K99zmUZhZ7DW1viGmt5g8FHykNmEkY9r5v8gyoXG3nNAFXsS40R42\/rwu7pwbc6B4Sh8JiI5NvcpBtZW6BUDDkwZFoZErWg87129+4lGGTHpC9rVSJ24OTQ9E8cdIO+t28fdoV4Uos9PvMVURWdKCJzg1xvpbQ5E9jZO7A+Qt8h2amHZYFKt8Ob5d6JEccE3hDrpyWuuenDiNcUaDGbIbE1Gc+ZqHbSnWJTRp1zyHrAg68kGF2X\/GevItC8dZharMEkSpjKN48cFDKrYR+0LgL3nAHL9EODB6oT+MGpxK5OIX6QFNnntAf5slP2ZwNrDxN5Vqboz\/3w0VxUug6vLWY+7SMjf9u1TI2sNsaMKRijqcHLHY8A8fk75d0jGZUURE+xfS9FRNdwmlGqwgNc6Vw2TdnYjfFXMAhV9KunCE\/ShGdMaO1zg0k7uPkUwS6S5oTSH9elpqt4mxqaH+lVwokVjklRD3fxpg7NfaJ0XZ4QxnF3CKZPFw\/QRJ9G3gdXgHsFDuMyf8UMp0HVYZL\/qyPElNb3LB\/CF1AmE2K4YsFymAKEa2Jm0\/KLQ4Ab6ayzZJ36JCwGsgNVkO7noaFE2STa+Ydw5lQWsdxmledjb1T879LT7y+u6nZuhQHThpZBU8XZOpGNYdRZCvjWWgAm4fjOwwHHQUJ793YhtphdR3k2k5qbwg6KHuElsm+sqOt\/1gMiGV4eE7iry7zxyl9dz0woVqiwCjLdXnoOoPJPRNX8vvHofCqKyLW4FCKNNv8pxlVWcS+tKgHuFok3T4GZ+oJ\/UvrJY8pC1Xv3eQbb3JUq5FHMCY\/GuimRY\/SSxzoDSH6S\/vXyg4NAzeAOPXKPOCDKkaQRAywWI3SY32MPFZPoxTa4j08wTgAWqD3NGwoDzyAWPtGMMWL88T76VrkwwJEBmrrNAAC3xSQAe+\/LoABM+y2E\/6b7P85DsnfSkjOe5J\/uCbs6LJfbVARS2lf3DfMGNF4JZidNwhCIPBHHu\/\/8FUWeIiWVwfUlLfH2jTaKId60Jx1PDKGBM\/9EuEugxzFxS1s7GwwoR2VsklbZSg5mHhQsLWVWy9fCGE45AKy51ed0QFq5WDkQCLSXMs80DNr+RYUi7UpyCTQlbFfUhsXRWqzj9jLIpFW4fkNOcUJLhrg4Vp+WU\/zdah5N4Kr9loeL7yYvF+B9pEHsp9QMB1V2KBxsbk4TLQ8cxt+3CclC5Ocpq8oUJjzue\/PqMCa1yiQWDLo3S7crLJtvTmEneh0c0AjC8dbnWPrtQN0ZJ2aLQiyYgROWYMaGXyo5xgibqb2\/8ySY8qVV4mr\/M6PjPKgdiFlXAGcd3gMLuhkNqHEgLA4lOQL7lduTavbq60nU+9obw504Hu+2EsVH8A8z8Q5cAsPYsdgVWuQhNSQIUryIWF+dQztcPRMXl8QHnfP09nD5neWRf9ZDGCporKFu1PWIYK6aYDg5CrKMtDkatkNj4SH7hWSrR5lTcPw2nBImV0OZNrHGCFo\/ds5nvWIXo+u5bFkC82E0rn9We2sRFO2FlGGIuS0PBWR0bxp1ly\/+Q4ZeNLCCgOU0x8m5u\/8DjS8GiAMIzmJF8iW2Bb8bFC7SpBuJaqljnLBpWDczmsYLE1krG0tXJ9b08gehiZEHmF23gMrz2Bip+LATPTMhGHFdsGWP2QJHHgdL0Q+4ykO+g1GksGI1UWdmDRJDHCvq4DYR0+c8\/jXUxyqUvVm8aXtM1em6LE5Fc7oFT7jxfNWrfOc7DXkDl4ykZ6KZRPtZpSLQSRLUj+uNhqWKiIwOCLiiG\/FqszfBC08RqYFhchtyiWzHpVHW3qFPoBWRuuv+YHoghkeZuGcqY\/NndGl3\/UF+0TeLsVW8Q23iuCjDo1MbOiGI\/EYEOg8dKGIN8u4tRTlZNUEq7VxULNEqEGhipx5nN94rEBwz1\/shsz6ItVYsvhwODfXIWgc8ytSLC7sZR9rlSjed5I9UuiUytmmJtfMG3SocJheqGV6qdJQ8pmAoTZS5WmDYDubxqNmXj7uzQFBxE3kGO59\/6bLoJZr2HZQ+QfJTkITEJFuObixjGbfwtaqcsD\/vxEuekBCiwNq0Zp2uH9kJzEUzW+7es2lpqjrK6c7USw53P11CXX+0kZRfGyJyheZtGa\/l1nfJL2kMbh5KpyJf6QZP4f2K+\/LDLjarW275aLWLdiaVLromTRSZqQAZlfzI\/PSCOmJEm5wWXENfLAPiW7M4WzFk1KBiqTzIWu18lJcptgMdAjRbt1DOwY7ofHzpbuaHYkYd5G6cJJbX9FyJYM9KaGlIUBc2XKbVMbYABirdtP3X9NvTKN909wLM9LIYhctXdycv0\/l\/ZFudNoA4VduXSZXwiU\/c\/HZDDVm431UI4JzjB48vEZErfXYP0+0Kp7SlaZknGu\/q\/85z+tVBIe56rJfGVihGQtRpr0v3KraGdKicCGLLf3NPYZt9mxHo4NP\/8FsWtJfk45\/\/WLrN5f6kk\/kBb1cp+81FbCjZMfVyEcTm0ETCRzwyQfUR61yOgCLVJTULt0V2YooXvDUdIRI\/1ybxN1Y3+8\/HJf121aKreWfobE93eqtayteUzsRmXL6h0a1eKNuryGJd15M1okfxcPN1oNlH3pSCfsTL0EkigiYM7GcThDrwPv5VhjRN2Frz1PJ4p6afSSkBhbqzY8quaOgCm+u2Xwlq5fPHCYj5OZu4v7HcqPY2FjL46hIb8xpeaxcCK1Q29l1B7VSUAu+nltx6sPSvUgsYuwD3vABBdgJ7NlAab\/y5ZQXrc9pg3QxG8dWiIO8fquavyhQyX43QadpFvsu09w6aJ4H7NHfP8YYdasUqnEBBIEQHtSyouFg+OmSyqZxLAeo1ipb7fiA7P5jzfauNFygEw942i2op93Q7PcTv46aGCWgTKDFEK5ZJg0GRfZbz8NlEKSRiIItKqNs+U8L+qejf2G0nf93oHmW2O5y80V2","iv":"b1ee7bf78e0a223868af8c5c48f0d5fa","s":"7cac8cf90560ef17"}
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