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The Virtual Influencer Taking Over the Fashion Industry


With virtual avatars becoming social media influencers, there’s no reason why tech can’t merge with luxury fashion. Meet NooNoouri. An avatar who is well on her way to becoming a famous fashion and beauty muse and has just made her debut in Dubai.

The aptly titled, “virtual influencer” was adorned in a stunning custom gown by Lebanese designer, Zuhair Murad for a shoot at the world famous, Burj Khalifa, boasting an incredible view of the city’s skyline. The shoot marked NooNoouri’s Harper’s Bazaar Arabia debut as she appeared in Mohammed Sultan’s July 2018 Best Dressed List.

Couture designer, Murad, also commented on the avatar in his creation, "I absolutely love the dress on her. I guess while designing I should also add 'Fashionable Avatars' on my target list.”

Since joining Instagram earlier this year, virtual influencer, NooNoouri has accumulated over 70,000 followers on the picture app with a tag line that has captured the attentions of the fashion community, “Cute. Curious. Couture.”

18-year-old NooNoouri’s creator is Joerg Zuber, who currently lives in Paris. Though she is a fictional character, her status as an “influencer” is very real as the virtual avatar has locked down collaborations with the most coveted high end luxury brands including, Riccardo Tisci and Saint Laurent.


Not only does NooNoouri take beautiful Instagram images, but has most recently followed in the footsteps of many other social media influencers by taking her own followers on a journey as she took over Dior’s Instagram account for the brand’s cruise show in May, posting snaps and “insta-stories” from her arrival at the hotel to all the backstage action.

NooNoouri in Zuhair Murad

NooNoouri’s friends also include Kim Kardashian as she branched out onto YouTube and filmed a tutorial with the reality star’s beauty brand, KKW.

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