London – Following an extensive Instagram campaign, Dazed Media has launched a virtual world of beauty featuring a range of 3D characters.
Dazed Beauty was first launched on Instagram, teasing experimental beauty content as well as ten 3D avatars, some of whom were modelled on influencers such as Kate Moss, Aweng and Slick Woods. Visitors to its newly launched microsite are then asked to ‘pick their player’ from the digital avatars, or browse beauty content related to the Head, Body, Soul and Community.
The new vertical aims to showcase lesser-seen visions of beauty that, until recently, have been confined to the fringes of Instagram. It also marks a departure from the natural beauty movement, proposing a more multifaceted approach. ‘We wanted to launch with something that allows our audience to imagine the possibilities of digital as a creative medium for beauty, because to us, creativity is beauty,’ says Bunny Kinney, editor-in-chief of Dazed Beauty.
The concept of beauty is increasingly inspired by the digital world, and vice versa. For more, read our macrotrend Algorithmic Beauty.