The new face of Rihanna’s cosmetics brand Fenty Beauty is the virtual model Shudu Graham. Graham calls herself “the world’s first digital supermodel.” Its creator is London-based photographer Cameron-James Wilson. “I use 3D modeling software to create Graham. It’s like taking a virtual photograph — once I’ve made a model, I can make her take any pose, ”says Wilson. According to the photographer, it takes him several days to create one such image.

Graham is not the first virtual model to become the face of a major cosmetic brand. Earlier in the campaign, Pat McGrath starred another famous digital model Mikela Sousa, acting under the pseudonym Lil Miquela.

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