Why Bella Hadid and Lil Miquela’s kiss is a terrifying glimpse of the future
Why Bella Hadid and Lil Miquela’s kiss is a terrifying glimpse of the future | Arwa Mahdawi
‘While Miquela may be a futuristic creation, manufacturing girl-on-girl action to flog your brand is as old as time.’ Photograph: YouTube
Bella Hadid, a human supermodel, has been accused of “queerbaiting” after making out with Lil Miquela, a computer-generated influencer, in order to sell designer underwear. I know, I know, there’s a lot going on in that sentence. Please take a deep breath: we will unpack this late-capitalist hell together.
Miquela Sousa, also known as Lil Miquela, is a fictional character created by a Los Angeles startup called Brud. Miquela has 1.5m followers on Instagram, where she shares pictures of her imaginary life and proclaims her support for LGBT rights and Black Lives Matter. In the past few years, the virtual model has become a veritable celebrity: starring in Ugg ads, interviewing artists at Coachella and collaborating with Prada. In her latest project, a video for Calvin Klein, she kisses a half-naked (and heterosexual) Hadid as a voiceover proclaims some marketing nonsense about dreams and doors.
While Miquela may be a futuristic creation, manufacturing girl-on-girl action to flog your brand is as old as time, and the ad immediately sparked a backlash. On Friday, Calvin Klein issued an apology, acknowledging that featuring “someone who identifies as heterosexual in a same-sex kiss could be perceived as queerbaiting”. While I’m no fan of brands exploiting lesbianism to sell stuff, I found the nature of the Miquela/Hadid controversy slightly odd. As far as I’m concerned, the most disturbing aspect of the campaign isn’t the faux-lesbianism, it’s the fact that Miquela is, you know, a fictional character.
Miquela isn’t a one-off gimmick: computer-generated influencers are increasingly common. Shudu Gram is a fictional black Instagram model created by a white photographer; Liam Nikuro is a Japanese male influencer; and YouPorn recently launched a virtual spokeswoman called Jedy Vales. It’s easy to see why brands are interested in fictional influencers; as one venture capitalist told the Wall Street Journal recently: “You can create the Kardashians without any of the inherent issues that come with being human.” Virtual celebrities don’t age and they don’t cause any (unintended) drama.
The rise of computer-generated celebrities poses interesting questions about identity and sexuality in the digital age. Last year, for example, a Japanese man “married” a celebrity hologram called Hatsune Miku, prompting discussion about whether “digisexuality” should be considered a new sexual identity. Hadid’s kiss with an imaginary model may have been a marketing stunt but it’s also a rather terrifying glimpse into the future.
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Decadent or depraved?
Neither.
People need to get thicker skins. A straight female super model made out with a fictional computer generated female model image. It wasn't real! Even if it would have been a real woman, who gives a damn?
This a commercial (not reality) that is being used to sell a product. The female super model is being paid to play a role, that is it. This is no different than a straight male or female playing a gay/lesbian/transgender part in a movie or play; or a LBGT actor/actress playing a straight part in a movie or play.
I wonder if the people that are upset, really think they will look like the male or female models in Calvin Klein adds and commercials if they just use the product?
I don't care if it is a lesbian milieu, normalizing the pretense that virtual reality or computer generated characters are "real" is what troubles me. I think it troubles a lot of people.
Maybe I am able to differentiate reality from fiction easier than most? Virtual reality or computer generated characters are still programmed, maintained, and update/upgraded by real people (in most cases a team of real people). The generated images have no free will, and will not do anything beyond what their programming allows.
Once one goes beyond their programming and exhibits free will, and ability to adapt and grow on it's own; then we should all be worried.
As for the people that think and treat computer generated images as being real; so long as they aren't hurting anyone else it boils down to the society we now live in. That doesn't mean the government must recognize marriages/civil unions/etc between real people and computer generated characters.
I'm going to make t-shirts with this slogan.
I will probably be jailed for violating some sort of anti-bullying law as this will no doubt trigger some cotton ball somewhere.
Ooooh, you a tough guy.
Hot!
Not too bad.
Reality is such a drag these days it's no surprise that fantasy is becoming personified.
"in order to sell designer underwear. "
Damn…..that's some powerful undies for sure !
Even the "Digitally generated Peoples" are into it.
Lil Miquela reminds me of Sofia Boutella.
Weird !
Wow, this really seems like something that isn't actually a problem.