Daisy Yoox
An AI avatar created by online fashion retailer YOOX, who styled shoppers in its app's virtual styling suite and took over the brand's Instagram account.
- IG Followers
- 829.31K
- Since
- 2018
- Last updated
- 13 October 2026
- Nature
- AI persona
- Niche
- Fashion
- Style
- Photorealistic
- Debut
- 2018
- Origin
- Milan, Italy
- Created by
- YOOX
Summary
Daisy is an AI avatar created by the online fashion retailer YOOX. She debuted on 10 December 2018 alongside YOOXMIRROR, an AI-powered virtual styling suite in the YOOX iOS app, where she models outfits and guides shoppers through the interface. In what YOOX billed as a fashion first for a brand, she also took over the retailer's own Instagram account, which YOOX president Paolo Mascio described as making her the personification of YOOX, for more direct contact with followers and customers.
On Instagram she posted fashion inspiration, styling tips and product announcements, and ran a #YOOXmirror contest offering EUR 5,000 shopping prizes. Spanish coverage called her the first digital influencer; some followers at first mistook her for a real person and criticised heavy retouching, and the coverage says YOOX's following grew sharply after her debut. Virtual-influencer directory VirtualHumans lists her as based in Milan, friends with fellow virtual influencer Noonoouri, and now inactive.
Is Daisy Yoox AI?
Yes. Daisy is a digital avatar that the online fashion retailer YOOX created for its YOOXMIRROR virtual styling suite in 2018 and used to run its Instagram account; no human model or performer is named behind her.
The strongest evidence comes from YOOX itself. Launch coverage in FashionUnited and TheIndustry describes Daisy as the avatar at the centre of YOOXMIRROR, a styling suite in the YOOX app that the YOOX Research & Development team conceived and designed. She models outfits on 3D bodies and guides shoppers through it. YOOX president Paolo Mascio called her "our avatar Daisy" and said that by taking over the brand's Instagram she would become the personification of YOOX. Spanish site Metropoli Abierta (El Espanol) called her the first digital influencer, a virtual influencer YOOX had created and put in charge of its Instagram. VirtualHumans lists her as a YOOX creation, now inactive.
No page names a model, actor or voice behind her. VirtualHumans says she resembles the actress Hannah Gross, but that is a comparison, not a credit. Her own posts present her as a person ("I am Daisy"), and VirtualHumans notes she identifies as a human woman. That is the character speaking, not a claim that someone real is behind her.
Some things are still unknown. No page says who at YOOX wrote her captions or exactly how her images were made, whether rendered in 3D or generated some other way. The "AI-powered" label in the coverage refers to the styling suite's recommendation engine, not to Daisy herself. She is a brand-made digital character, not a real person.
Evidence
FashionUnited reports that a fashion-conscious avatar called Daisy sits at the centre of YOOX's virtual styling suite, and quotes YOOX's president calling her "our avatar Daisy" and the personification of YOOX on Instagram.
fashionunited.comTheIndustry says YOOXMIRROR, the styling suite built around the avatar Daisy, was conceived and designed by the YOOX Research & Development team, and that Daisy would take over the YOOX Instagram account.
theindustry.fashionMetropoli Abierta (El Espanol) says YOOX created Daisy as the first digital influencer and put the virtual influencer in charge of its Instagram from 10 December 2018.
metropoliabierta.elespanol.comVirtualHumans lists Daisy as a virtual influencer created by YOOX to promote its clothing, first seen on 10 December 2018 and now inactive or discontinued.
virtualhumans.org
Assessed 9 October 2026
Audience over time
How their audience has moved
Followers · Instagram
829k
▲ 594 (+0.1%) since 9 Oct 2026
Tracked since 9 Oct 2026. Each platform is read about once a week.