Samy La Crapule: The Digital Artist Using Technology To Redefine Fashion And Beauty

In recent years, alongside the evolution of technology has come the digitisation of the human experience – and art, beauty, and fashion are certainly not exceptions. In 2017, we were introduced to Shudu, the world’s first digital (and super realistic) supermodel. Subsequently, the world’s first all-digital modelling agency was created – with aims to “erase[s] the boundaries between reality and the digital”.

In discussing the fusion of technology, fashion, and beauty, Lil Miquela also comes to mind – the virtual influencer and musician popped up in 2016 and has since garnered over 3 million followers on Instagram. According to Businesses Grow, Lil Miquela accumulated $11.7m in 2020 alone through her modelling and influencer posts. Though human CGI projects are becoming increasingly normalised, it’s no surprise that the world initially responded with shock and some with feelings of discomfort; while the topic has been the subject of controversy several times.

It was the same shock that Samy La Crapule expressed when he first discovered 3D digital art. Like many others, The French-born director, artist, and designer was more familiar with physical art forms, and until he turned 18 the concept of artistically expressing oneself using computer software was not something that he had considered. Attending art school and exploring digital technology in relation to fashion was pivotal for him, and soon the artist was creating his own virtual projects to share with the world.

Samy’s artwork displays humanoid figures, often realistic but with slight distortions or unusual features, and usually draped in designer clothing. He particularly enjoys the malleability digital image-making provides that he cannot attain with real-life human bodies and environments. Through software, it is easy for the image-maker to exaggerate or modify aspects of his avatars as he chooses, allowing him to transcend physical barriers and explore his fantasies through his art.

Rather than being static, Samy La Crapule considers his art to be fluid – often changing with the times and evolving with technology. Currently, the image-maker focuses on what he defines as the future: “transhumanism, the human of tomorrow”. The internet is a great source of inspiration for the artist, and he especially enjoys altering perceptions of beauty to be broader and more inclusive.

At a time when physical contact and gatherings are restricted, Samy’s expertise has arguably become more embraced than ever before. In creating and directing fashion campaigns, he and the brands he works alongside do not need to worry about the gruelling task of recruiting models, finding appropriate settings, clothing, movement, photographers, and lighting – he can efficiently manage all of these factors by himself through his computer.

In his years as a digital artist, Samy has built quite the portfolio – collaborating with brands like Adidas, The Kooples and working with Versace to direct a digital campaign for Vogue Italia. He was recently behind Daily Paper’s SS21 campaign, in which he used digital models, settings, and garments to guide readers through the past, the present, and the future.

Samy’s talents also extend to the music industry, with the artist creating butterfly graphics for Ava Nakamura’s 40% and designing and animating digital avatars for Ashnikko.