Grazia, the top 100% Italian fashion brand, with over editions around the world, presents an extraordinary initiative with the exclusive participation of some of the leading female digital entrepreneurs in a joint multimedia project.

With this operation, which has been developed across the magazine, on social media and the web, Grazia confirms its role as an innovative and contemporary brand. With an eye constantly on the future, and able to continuously evolve and becoming a point of reference for over 4.3 million readers and users, more than 370,000 followers on Instagram and almost 1 million fans on Facebook.

“Grazia was the first print magazine to believe in the digital influencer revolution. In 2009 it created the It-girls factory and in 2016, when the press in general still refused to take them seriously, it organised the first exhibition of the changes that fashion influencers and street style had brought to the world of fashion. The exhibition at the Triennale in Milan was called YOU and was developed in collaboration with Chiara Ferragni, who was not yet the acclaimed figure she is today,” declared the editor Silvia Grilli.  “And today Grazia continues to believe in the potential of these female digital entrepreneurs and collaboration between print and the web with the first truly innovative fashion show: using avatars. Plus, six different covers with accounts of the real experience of six protagonists of social media: what you can see from their profiles, but also what you don’t see of their real lives,” the editor concluded.

Tomorrow, the 17 December at 7 pm, an exclusive live event will take place on the Instagram profile of Grazia: a spectacular digital fashion show in which parading on this special Grazia catwalk will not be traditional models, but avatars, in other words animated virtual images of 8 celebrated protagonists of social media.

Taking part will be the avatars of Eleonora Carisi, Giorgia Clavarino, Valentina Ferragni, Veronica Ferraro, Marica Pellegrinelli, Giulia Torelli, Paola Turani and Beatrice Valli with exclusively Made in Italy clothes: from Dsquared2 to Salvatore Ferragamo, as well as Alberta Ferretti, Max Mara, Missoni, Philosophy di Lorenzo Serafini, Ermanno Scervino and Sportmax – exclusively elaborated bi digital technology developed by Billy Berlusconi, CEO and co-founder of Igoodi, Italy’s leading avatar factory.

After making a body scan of the bodies of the protagonists selected by Grazia, 3D versions of the clothes worn by the avatars were created that move in the virtual environment which is the set for this special fashion show.

“We can see that the fashion world is rapidly moving towards a market in which digital collections, virtual catwalks and avatar talent are the order of the day in the relationship with consumers,” commened Billy Berlusconi. As Italy’s first avatar factory, we are totally in line with this vision nad have the necessary technology to manage the complexity of events of this kind that demand quality and natural movement, the likeness and expressiveness of the avatars and 3D enhancement of the fashion items on show,” Billy Berlusconi concluded.

Veronica Ferraro, Marica Pellegrinelli, Eleonora Carisi, Giulia Torelli, Beatrice Valli and Paola Turani will also be the protagonists of the six covers of Grazia on newsstands from tomorrow, 17 December. Dynamic, elegant, enterprising and with large followings on social media, they will also pose for a dedicated fashion shoot and talk with the editor Silvia Grilli, during an exceptional live Instagram event at 7 pm 19 on the @grazia_it account, revealing background curiosities, fashion and beauty advice and discussing their experience as‘virtual models’.