Many questions arise when we talk about augmented reality, virtual avatars or digital fashion shows. And it is precisely for this reason that those professionals who are dedicated to this parallel universe (increasingly connected to the human world) must take the floor, translating difficult concepts into common terms that we can all understand. Dmitry Kornilov succeeds, and his speech is perfectly understandable despite the technical words and complex processes that his work entails. And his statements, closely linked to the near future, are very strong. “We believe that nowadays clothing should be practical in real life and impressive in the feed, where we see each other the most - in social media,” he says.

He also acknowledges that the differences between digital bloggers and flesh-and-blood influencers are much less significant than we think. “Real influencers don’t post real-life content to social media. At the same time, digital influencers are more versatile in terms of content design and storytelling”. He now shares the conclusions he has drawn from Ffface.me and the clients he has worked with -among which we find Pepsi and Danone-, making us think about our relationship with augmented reality and digitisation.