Marks & Spencer introduces virtual influencer called Mira

Marks & Spencer has introduced a virtual influencer called Mira as part of its Insider programme.

Insider features employees ranging from store assistants to stylists and buyers, who share their style inspiration and product finds with followers on their own dedicated Instagram accounts.

The digitally rendered Mira, which stands for Marks & Spencer, Influencer, Reality, Augmented, has had a special backstory created for her that includes being a digital designer at the retailer’s London support centre.

She will be giving style tips and highlighting new trends as well as sharing fashion and home finds with followers.

M&S said the move will enable it to be more agile regarding live trends and conversations and will open up new possibilities in both the virtual and physical world.

Anna Braithwaite, director of marketing for clothing and home at M&S, said: “We are excited to welcome Mira – a UK retail’s first virtual influencer to our M&S Insider family.

“Her introduction is the latest example of how M&S has become bolder in experimenting with emerging technology and trends to inspire our customers – whether that’s our Live Shopping events or our expert online consultation services such as digital bra fit.”

The Insider programme was launched in 2018 and now includes 13 Insiders.

RELATED ARTICLES

• Crisis on social media? A retailer’s guide to quick recovery
• The Body Coach and social media star, Joe Wicks, to HIIT up Retail Technology Show 2025 as keynote speaker
• Marks & Spencer appoints head of social media
• Millennials now outshop Gen Z on social media, becoming the fastest growing demographic for social commerce purchases - RTS research
• How ethical fashion influencers can boost your brand 
• Managing staff who become social influencers: five tips for employers [Irwin Mitchell]
• M&S Food and ITV's Tom Kerridge Cooks Britain on air tonight