Under the Influence

Alongside the rise of virtual clothing, we’re also seeing the rise of the virtual influencer. One such is the star of our cover shoot, Ruby 9100M, aka Ruby Gloom. The digital persona of influencer Chan Ka-yu, she has collaborated with The Fabricant on a collection and also worked with brands including Fendi, Bulgari, Nike and Adidas. As a digital artist, she also creates digital avatars for other people— including Grimes, which was what got a lot of the big brands she’s worked with interested in the first place.

“I’ve been a fashion influencer since I was 19, but eventually I got tired of taking pictures and portraying a certain image online,” says Ruby. “In 2016, when I was on a trip to Seattle with my husband [rapper Dough-boy, at that point her fiancé], I picked up my laptop and learnt how to use a 3D program. Then I decided to build my own avatar to replace my online persona.

“Ruby9100m is an extension of me, I would say, as I started to build her based on my physical appearance. I’ve actually changed her so much that I’ve forgotten how she used to look. Her appearance changes whenever I feel like it or if I change my hairstyle or make-up.”

The character, though, is beginning to acquire a life of her own, she adds—including at our shoot.

“I feel like she is like my daughter, because she leads her own way now in terms of possibilities or opportunities. She’s opened her own doors.

“The Tatler shoot was interesting as we used a model who is not me to represent my avatar in real life. So basically, anyone can be Ruby.”