Noonoouri seems to come directly from a manga cartoon. She describes herself as an 18-year-old girl, 1,5 m tall, living in the magical Paris. Behind this stunning digital project, is Joerg Zuber, creative director at the branding and design agency Opium.
In a very short time, Noonoouri has become a real influencer, collaborating with the most prestigious brands: from Saint Laurent to Versace, Riccardo Tisci, Nike and Supreme. Although her most memorable collaboration was with Dior, even taking over the Maison’s instagram last year in the occasion of Dior’s cruise show.
Here is our conversation with the cute virtual model who seems to have become everybody’s sweetheart in the fashion world.
You are the first virtual digital influencer. How does it feel to be a pioneer in the social media world?
Being the first has everything, but even more it shows two sides of the medal. On one hand, it is usually always difficult to walk down a new path where no one ever has gone. That means you receive a lot of negative feedback because people are often hesitative towards new things as they come from a point of uncertainty. On the other hand, I have received so much positive feelings from really high potential people from the fashion industry and celebrities which makes me very proud. They really “care” about me.
How do you describe your style?
I see myself as cute, curious and ‘couture’. This is my DNA – ‘couture’ does not mean wearing only couture, it is more related to the quality of my posts. My style is for sure quality and creativity driven and being the first is for me a sort of a challenge – wearing the dresses right after the show is fun.
What are your favorite brands and why?
Dior, because of the strength, femininity and the the powerful heritage of the house. Versace as it fits me so well, this dialogue between loud and caring make me feel like Gianni’s spirit is with me. Valentino, because of the quality and feminine vision of the house.
Tell us about your Maria Grazia Chiuri and your collaboration with Dior.
Dior was the first big brand to approach me – at that time I did not have even 30k followers. They believed in me from the beginning, and this made me so proud. Maria Grazia gave me all the freedom and respect I could not even dream of. They underline my personality with the spirit and the passion of the house, which makes me feel like being part of their wonderful family.
You are also face of KKW, how did it start?
Kim Kardashian and Naomi Campbell are sources of inspiration for my creator. Naomi, the otherworldly and iconic supermodel from now and then. Kim THE face of social media. She has changed the world significantly. Both women have a powerful and heartfelt approach. They were the two muses for my creator. We agreed that we had to celebrate them, so I did posts for and with both of them. The one for Kim was a beauty tutorial for her contouring and highlight kit. My big supporter, Carine Roitfeld, sent it to her and Kim loved it and so we got in touch.
How long does it take to create each post?
A still post takes us about 3 days and motion takes from 2 to 4 weeks. The KKW beauty post took us 8 weeks. It was one of the hardest.
What are your secrets when it comes to posing or do your glam?
I try to stay always true to myself. My feelings, my thoughts, my passion, and my big heart for social issues around children, animals and nature are the most important ones for me. I get inspired a lot by the classical divas from that time – like Sophia Loren, Gina Lollobrigida etc… their poses, their attitude are such an amazing source.
What are your next project and brands you would like to work with?
A very valuable project for me is an invitation from Havard University in Boston in mid-January where I will be part of a workshop to talk to the students about the future vision. I would love to meet Donatella Versace in person, as well as Karl Lagerfeld. I hope that Victoria Beckham will approach me sometimes as I think she is a wonderful person. Some of my dream brands have already approached me and there will be many collaborations down the road.