Lil Miquela and the PacSun campaign.
This essay analyzes a PacSun campaign image featuring Lil Miquela — a virtual influencer, a computer-generated character who functions as a real social media celebrity. I use the image to think about how the concept of aura shifts in digital visual culture.
Drawing on Walter Benjamin, alongside Berger, Manovich, Krauss, Steyerl, and Somaini, I argue that aura doesn't disappear in images of virtual influencers — it transforms. The photograph no longer reproduces a body that once stood before the camera; it constructs one.
Aura, which Benjamin tied to the singular presence of an artwork in a specific time and place, migrates in Lil Miquela's case toward the continuity of a digital persona across platforms, and further toward the circulation of the image itself. What holds authority is no longer the trace of physical presence but the coherence of a constructed figure and the movement of its images through digital networks.