Buffalo: “Bolder Than Ever” Campaign & Video with Ella (VR)
Buffalo says it loud and without apology: Bolder than Ever. The new campaign from the cult label is more than just shoes and accessories — it’s a statement about identity, courage and the beauty of a society that is finally visible in all its diversity. And right in the middle of it: our virtual Ella, showing that representation knows no boundaries — not even those between the real and digital worlds.
The „Bolder than Ever” campaign in detail
Six models. Six locations. One unmistakable message. The Buffalo campaign „Bolder than Ever” portrays diversity not as a trend, but as a lived reality. Each model represents a different facet of society — different bodies, backgrounds, forms of expression. Dancing in front of a high-rise, glowing in a supermarket, confidently in urban streets: the images feel authentic because they are.
What makes the campaign particularly special is its consistent refusal to stage for the sake of staging. Instead, Buffalo showcases real emotions in real environments — and in doing so, it breaks down the artificial divide between the world of advertising and everyday life. Those interested in this courage to embrace authenticity in the fashion world will find many more examples of how diversity is taking hold on the big stages of fashion at the
The six models and their message
Each person in the campaign video was deliberately chosen. The casting reflects what many people experience daily, but rarely see in advertising: different body sizes, different skin tones, different expressions of femininity, masculinity, and everything in between. Anyone who wants to take the path into modelling should know that the requirements for models today are clearly more diverse than they were just a few years ago.
- 6 models, 6 unique personalities
- No classic studio aesthetic
- Everyday locations as a statement
- Body diversity as a central theme
- Movement and energy instead of rigid poses
Locations that tell stories
A high-rise forecourt, a supermarket, a museum — the chosen locations are no coincidence. They represent spaces where people are present every day, yet fashion advertising has long ignored. Particularly the museum as the location for Ella’s virtual appearance carries an additional layer of meaning: here, past and future, culture and innovation meet. Similar creative energy can also be found on runways around the world — those who want to know more about professional appearances should read our
Ella — Our virtual representative
The heart of the campaign is undoubtedly Ella — a virtual model (VR), which Buffalo has established as a permanent part of its brand communication. In the “Bolder than Ever” campaign, Ella makes her debut in a museum setting, clearly showing that representation is not a question of flesh and blood. It is a question of attitude and intention.
“Ella is not relevant because of her virtuality — she is relevant precisely for that reason. She shows that identity and self-expression are not bound to a physical appearance.”
What virtual models mean for the industry
The use of virtual models like Ella is not a gimmick, but a serious shift in the fashion world. Brands like Buffalo use these figures to convey messages that are more consistent, global and inclusive. At the same time, this opens the door to discussions about authenticity, representation and the future of the creative industry. Those wondering how traditional models can survive in this changing environment will find a solid foundation in our article about
Virtual models do not compete with humans — they complement them. Both are part of a bigger picture that Buffalo paints with “Bolder than Ever”: a fashion that excludes no one.
An overview of the “Bolder than Ever” collection
Of course, the campaign also includes a strong collection. Buffalo remains true to its DNA: platform shoes, bold silhouettes, colours that leave no doubt. The pieces are made for people who don’t hide — and that’s exactly what makes them the perfect companion for a campaign that celebrates visibility.
| Category | Highlights | Style Statement |
|---|---|---|
| Platform shoes | Chunky soles, bold colours | Unmistakably present |
| Sneakers | Oversized silhouettes, retro details | Confident and laid-back |
| Sandals & Mules | Transparent materials, statement straps | Brave and feminine |
| Boots | Knee-high versions, metal accents | Edgy and powerful |
| Accessories | Bags, socks, collaborations | The perfect finishing touch |
The collection is available in the Buffalo Online Shop and in retail stores. It deliberately does not target a clearly defined audience — and that is the strongest message of all. Anyone wanting to know whether a career in fashion is an option will find everything about
What “Bolder than Ever” means for aspiring models
Campaigns like this not only change the perception of fashion — they also shift the possibilities for people who want to get into modelling. The message is clear: diversity is in demand, and real diversity at that. Those who have previously been too afraid to take a step towards modelling may find the necessary inspiration in this campaign.
Body diversity in the fashion world
Buffalo shows what is possible when brands stop catering to a single beauty ideal. Sizes that were once considered “not model suitable” are now actively sought after. Those who want to know more about measurements and requirements for models will quickly discover that the industry has clearly opened up. Anyone wondering whether a
Highly in demand:
Casting and application — how to do it right
Those inspired by the campaign and wanting to make their mark in the industry should be well prepared. A
Agencies in Germany are more active than ever: Whether it’s
Important to note: seriousness is of the highest priority. Anyone looking for a
- Headshots: natural and up to date
- Provide full measurements and contact details
- Research the agency thoroughly beforehand
- Do not make advance payments
- Write a professional cover letter
Your checklist for the first application step
- ☐ Current photos (face + full body) created
- ☐ Body measurements fully noted
- ☐ Suitable agencies researched
- ☐ Agency checked for legitimacy
- ☐ Cover letter written
- ☐ Informed about contacting a modelling agency
- ☐ Online application sent via Apply now
Frequently asked questions about the Buffalo campaign and starting out as a model
What’s special about Buffalo’s ‘Bolder than Ever’ campaign?
The campaign focuses on real diversity rather than staged variety. Six models from different walks of life appear in everyday settings — and the virtual model Ella completes the ensemble in a museum context. The message: fashion belongs to everyone, without exception.
Who or what is Ella at Buffalo?
Ella is Buffalo’s virtual model (VR) — a digital figure used as a brand ambassador. In the ‘Bolder than Ever’ campaign, she makes her debut in a museum setting and symbolises the connection between creativity, technology and inclusive brand awareness.
Can I apply to an agency as a curvy model or plus-size model?
Yes, absolutely. The demand for curvy and plus-size models is higher than ever. Many agencies have adjusted their requirements and are actively looking for a variety of body types. If you want to find out more, you’ll find all the details about
Where do international fashion events take place that are relevant for models?
The most important events are the major fashion weeks:
Snipes x Adidas with Ariane in Berlin - New Streetwear
Milva x JOSH V: Autumn Campaign – Elegance Meets High Fashion
Nafa Salvana x Diesel SS
Clara in Sweden for MAYZ: #1 Collection - "Ode to the Ocean" + Video
Simon for DefShop – Streetwear meets elegance on Mallorca
Amie for Dr. Barbara Sturm – Beauty campaign for high-end skincare
