Uncanny Me

Katharina Pethke / / 2022

A young model explores the possibilities and costs of recreating herself as a computer-generated avatar. A glimpse into the future of fashion and visual culture.

German model Lale is considering cloning herself as a virtual character. She can save herself the hard work of being duplicated, while the fashion industry can avoid hiring models, photographers, make-up artists, lighting technicians and so on. Technology has made them obsolete, because now everything can be produced digitally to perfection with the help of a photorealistic avatar. All it takes is a simple body scan. As Lale prepares to duplicate, she explores the legal and moral implications of bringing a virtual clone into the world. Because with liberation comes the risk that your avatar will start living its own autonomous life on the internet.