Los Angeles – The virtual influencer has launched her own members’ club offering a limited-edition range of merchandise.
Club 404 was created in collaboration with Brud, the storytelling studio behind Lil Miquela, with candy-coloured, sci-fi-inspired branding by female-run digital studio The Digital Fairy. The club – named after the internet error code 404 to ‘symbolise a new wave of digital disruption’ – counters the traditionally exclusive nature of members’ clubs by instead operating as an inclusive digital community.
The e-commerce site now offers two sweatshirt styles and a pack of patterned socks, all made in Los Angeles, with prices starting at £24 ($31, €28). A drop model will render all products limited edition and new items will be regularly uploaded to Club 404.
As more avatar influencers take to Instagram, Lil Miquela highlights the commercial potential for these fictional personalities to influence fashion and retail beyond brand sponsorship.