ELLE magazine presents Ellen, its fashionista avatar, who arrives to complete the team, bringing closer to the public and expanding possibilities in virtual business for the brand. With this initiative, ELLE Brasil is the first publication in the Americas to integrate a virtual character into its team.
Designed in 2020 during the pandemic, Ellen was the cover of the second edition of Elle View, a digital magazine for subscribers, and now she returns to stay with the mission of unveiling web 3.0 for the audience.
“Ellen is still going to surprise a lot. Her purpose is to navigate the metaverses that are being created, link virtual and physical, go to events we couldn’t be, places we couldn’t visit, comment on fashion weeks, be on social media and interact with as many people as possible. . She is a strong candidate for influencer, with a journalist background”, says Susana Barbosa, content director at ELLE.
In addition to covering the main fashion events in the country and the world, the digital content creator of the title will be involved in partnerships and special projects.
The project was conceived by the ELLE team, led by Susana, in partnership with MktMix. The virtual character is born redesigned by the team of Maurício Borges, publicist in front of Pavileon, metaverse partner of MktMix.
Created to connect people to the universe of fashion, beauty and lifestyle, the virtual character embodies the contemporary and stripped-down personality of the magazine.
The creators define her as a woman who has her own style, works, is aware of what is happening in the world, loves fashion and is eager to discover the new and get informed. But she also doesn’t take herself too seriously, has fun and has a good sense of humor.
Featured image: Ellen materializes Elle’s personality (Disclosure)
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