Miquela Sousa, also known as Lil Miquela, is a made-up character brought to life by Trevor McFedries and Sara DeCou in 2016.

Initially, Miquela’s tale was told through an Instagram account, and her story revolves around her as a digital model in conflict with other computer-generated characters while advertising various brands, particularly in the fashion industry.

As a marketing tool, Miquela has been used to promote streetwear and high-end luxury brands such as Calvin Klein and Prada.

Within just two years of launching her account, she had already garnered over a million followers, and as of February 2023, she boasts more than 2.8 million Instagram followers.

Origins

The fictional character, Miquela, is a teenager who models on Instagram and hails from Downey, California. Her debut post was made on April 23, 2016.

Rumors were circulating that the British model, Emily Bador, was behind the account. Although Bador refuted the claims, she recognized the physical resemblance between herself and Miquela.

In April 2018, Brud, a Los Angeles-based startup company headed by Trevor McFedries, made a public announcement. They revealed they were responsible for creating the character and the Instagram account.

Storyline

In April 2018, a duplicate character named Bermuda supposedly “hacked” Miquela’s account, wiping out all of her pictures and swapping them with those of Bermuda.

It was later revealed that both Miquela and Bermuda were fictional personas made by Trevor McFedries and Sara Decou of Brud.

They then started sharing photos of the two characters, and the account was subsequently handled by Miquela’s team once more.

The narrative developed around Miquela depicted her as a social justice advocate. As part of the storyline, in 2020, Miquela and her “human” partner chose to split up.

Fashion Collaboration

Miquela has been photographed with a number of well-known personalities, including Diplo, Molly Soda, Millie Bobby Brown, Nile Rogers, Shane Dawson, Samantha Urbani, and Pabllo Vittar.

She has also been “interviewed” or featured in various publications such as Refinery29, Vogue, Buzzfeed, V-Files, Nylon, The Guardian, Business of Fashion, and The Cut. In April 2018, she graced the cover of Highsnobiety magazine.

Miquela has also been showcased in the magazines V and Paper. In February 2018, she was selected to take over Prada’s Instagram account during Milan Fashion Week.

She also appeared in a Calvin Klein ad alongside Bella Hadid, where both models were animated. Furthermore, Miquela partnered with Samsung.

That same year, she was employed as a contributing arts editor at Dazed magazine. Miquela made history in 2020 by becoming the first digital avatar to sign with a talent agency when she inked a deal with CAA, becoming their initial virtual client.

At that time, it was disclosed that WME had formerly represented Miquela.

Discography

• Not Mine
• Over You
• You Should Be Alone
• Hate Me
• Right Back
• Sleeping In
• Money
• Wasted
• Automatic
• Speak Up
• Machine
• Masterpiece
• Hard Feelings

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