Buccellati relies on a virtual influencer, Noonoouri, to present his jewels ♦ ︎
If the digital world is the prevailing one, why not jump with both feet inside? With this thought the historic Milanese Maison Buccellati has decided to offer its jewels to a model that does not exist, yet at present has 123,000 followers on Instagram. It’s called Noonoouri and looks like a Japanese cartoon character: huge eyes, smooth skin, mischievously innocent look. In addition to Buccellati, they chose Noonoouri some brands such as Versace and Dior.
Noonoouri is a character invented out of thin air by Opium, branding agency directed by Joerg Zuber, and designed by Carine Roitfeld. She is very young: she was born in February 2018.
The Buccellati jewels worn by Noonoouri are in the style of the house: filigree gold and diamonds.
Noonoouri wears jewelry along with a velvet night dress. Who knows if the founder, Mario Buccellati, would have appreciated this virtual turning point. In any case, the choice of many Maison seems to leave behind the fashion of influencers in the flesh. Fashions change and the future of influencers risks becoming more and more virtual. Margherita Donato