Margot, Shudu and Zhi are the new testimonials of the Army campaign and each one reflects beauty, audacity and personality, even though she is not a woman of flesh and blood. The creative director of the maison led by Massimo Piombini launches a generation of CGI mannequin


They are called Margot, Shudu and Zhi. And unlike Kendall, Kylie or Kaia, they’re not real-life models.

The creative director of Balmain, Olivier Rousteing, has chosen to bring on stage, and make protagonists of the new Army campaign of the maison, the first three models of the CGI generation, computer-generated imagery, created through computer graphics.

A strong message that launched by the creative mind of the brand led by Massimo Piombini, which aims to build an alternative communication concept for its brand that integrates and reflects the individuality and diversity in today’s world.

In fact, these women perfectly represent, despite not being human beings in the flesh, the characteristics of beauty, audacity and seduction.

“I am proud to present today the first results of our collaboration with Cameron-James Wilson (London fashion and beauty photographer), which are the new heroines of the virtual army of Balmain: Margot, Shudu and Zhi. Each reflects the beauty, individuality of rock stars and strength. The models are portrayed in poses that recall iconic moments in the history of music, each represented by a model of our BBox line », commented Olivier Rousteing.