A London photographer Cameron, James Wilson has caused a stir on social media when he created a black digital model called Shudu, instead of hiring a real black woman to play that role.

Shudu was modelled after black models like Duckie Thot, and has amassed a huge following on Instagram, with a repost from Fenty Beauty.

Speaking to Harper’s Bazaar, Wilson said Shudu is inspired by the recent “movement with dark skin models.”

He also revealed that Shudu was created using a 3D modelling program.

He said:

Basically Shudu is my creation, she’s my art piece that I am working on at moment.

She is not a real model unfortunately, but she represents a lot of the real models of today. There’s a big kind of movement with dark skin models, so she represents them and is inspired by them.

I use a 3D modeling program. It’s like virtual photography, so once I create her, I can kind of pose her in certain ways.

Some people were not impressed with Cameron’s creativity, saying Shudu is another way to avoid compensating black women, and to keep them out of public spaces.