Pacsun has teamed up with virtual influencer Miquela as it doubles down on establishing itself in the metaverse and focusing its marketing efforts on the interests of its customer base.

Miquela, who emulates a 19-year-old teenager, was created by Los Angeles-based company Brud. The virtual influencer rose to fame in 2016 when she made her debut on Instagram and instantly went viral.

Since 2016, the virtual influencer has partnered with major brands such as Calvin Klein, Dior, and Prada and has been featured on a billboard in Times Square. In 2018, she was named by TIME Magazine as the “most influential person on the internet,” having garnered a following of 3 million people on Instagram known as her “Miqaliens.”

The self-proclaimed “queen of the metaverse” will collaborate with Pacsun on creating social content to amplify the brand’s back-to-school and 2022 holiday campaign efforts.

“Miquela has become a digital muse for Pacsun and we’re thrilled to be working with a great example of a strong female advocate and inspiration,” said Brieane (Brie) Olson, president at Pacsun. “She aligns with our core brand values and vision…speaking out on important social issues like BLM and Rally The Vote, as well as achieving inroads into metaverse fashion and culture. Miquela has been traveling to New York City, and we’re excited to invite her to shop with us in our Soho location.”