The modern white Iberian colonization project triggered a sequence of historical events that led to slavery, the trafficking of Africans to Brazil, the genocide of natives and the construction of a new nation in the Americas. Little by little, the concept of Whiteness influenced public policies, science, the arts and the press in Brazil, and due to a compulsory pact to maintain privileges, whites remained off the radar as a subject of race studies. Digital environments or realities reflect colonialist social problems, and one of these reflections is understood from how whites are portrayed and represented in these environments. This research aims to analyse, from the theoretical perspective of whiteness, how Lu, Magazine Luiza s Virtual Influencer, is represented on social networks. To achieve this goal, a semiotic analysis of 40 social media posts was done, within this set, we sought to verify the existence of aesthetic elements, both visual and verbal, that compose Lu s racial identity and reinforce structures of whiteness. After the semiotic analysis, a critical analysis was carried out based on theories of whiteness developed by Brazilian authors, thus seeking to verify the existence of elements that make up Lu s racial identity and that reinforce structures of whiteness.