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Trevor McFedries & Sara Decou

Co-Founders, Brud

What is the BoF 500?

The BoF 500 is the definitive professional index of the people shaping the $2.4 trillion fashion industry, hand-selected by the editors of The Business of Fashion, based on hundreds of nominations received from current BoF 500 members, extensive data analysis and research.


Trevor McFedries & Sara Decou are the co-founders of Brud and the secretive creators of the first computer-generated social media, Lil Miquela, who counts with over 1.4 million followers and has worn brands including Chanel, Burberry and Fendi.

Before creating Brud, a creative agency specialising in robotics, artificial intelligence and their applications to media businesses, McFedries was known professionally as Yung Skeeter and worked as a DJ, producer and director for acts like Katy Perry and Steve Aoki.

Miquela Sousa, better known as Lil Miquela, is a 19-year-old, Los Angeles-based, half Brazilian and half Spanish avatar. Since 2016, the virtual social media influencer has gained over 1.3 million followers, released a Top 10 Spotify single, posed wearing brands from Chanel to Vetements, and collaborated with labels like Off-White, Proenza Schouler , Moncler and Prada, whose Instagram she took over for Autumn/Winter 2018 to livestream the show via a drone. She has also appeared on the cover of 032c, Wired and Highsnobiety, and was featured in editorials for V magazine, Paper magazine and W Magazine. In September 2018 she became a contributing editor at Dazed Beauty.

Lil Miquela has marked a new era in AI. Brud has since created other virtual Instagram influencers.

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