Drest unveils relaunch, hyperlinks with Versace, Vogue Awards and extra

Vogue styling cell app Drest introduced a significant relaunch on Tuesday with a set of recent options that “supply deep storytelling and significant methods to enter the world of style.”

The corporate merges video games and publishing for what it says is a “real-virtual-real” interactive leisure expertise aimed toward “a hyper-engaged world viewers of style lovers…enhancing customers' creativity and offering hours of stake”.

So what does the relaunch entail? For starters, extra luxurious manufacturers have joined the 260-strong record that features Alaïa, Casablanca, Diesel, Self-Portrait, Balmain, Bottega Veneta, Burberry, Chloé, Fendi, Gucci, Loewe, Maison Margiela, Miu Miu, Prada, Valentino. , Jacquemus, Pucci, JW Anderson, Marine Serre, Christian Louboutin, Jimmy Choo, 16Arlington and extra.

Launch companions and collaborators with customized in-game tales embrace Versace, The Vogue Awards 2024 offered by Pandora and Manolo Blahnik.

The Drest expertise is impressed by a sequence of editorial challenges and tales primarily based on real-world style and cultural occasions, and customers are requested to create digital seems to be working with merchandise from the newest designer collections. They selected from a sequence of mannequin avatars with completely different ethnicities and physique varieties; use make-up and hair created by real-world expertise and types; and choose from quite a lot of world picture shoot areas.

The brand new Drest additionally invitations audiences to just about take part in unique real-time model occasions, which take the type of interactive journeys and contain finishing duties, interacting with particular content material and unlocking digital model items.

The hyperlinks between Versace and Vogue Awards are key. All through November and December, gamers will be capable of work together with the 2 manufacturers by means of a mission and a VIP occasion, two of the sport's new options, which is able to “take them on artistic journeys.” Versace would be the first model to launch Quests and can function personalised challenges and unique digital rewards and in-game merchandise, particularly tied to the brand new Versace Tag Bag.

The VIP occasion will function interactive storytelling and provides customers the chance to just about attend the Vogue Awards. Customers could have the chance to finish challenges utilizing merchandise from a number of nominated manufacturers, in addition to jewellery from the occasion's fundamental accomplice, Pandora. Drest additionally labored with Sam McKnight to create hairstyles inside the occasion and commissioned a customized London map from British illustrator Alice Tait, which is able to take gamers on a journey by means of west London to the occasion's venue, the Royal Albert Corridor.

The corporate mentioned these immersive journeys “permit customers to really feel like true style VIPs, and a fortunate few also can win real-life merchandise or experiences cash can't purchase.”

Including that customers “not solely discover, uncover and find out about manufacturers, merchandise and occasions within the style, magnificence and luxurious life-style house, together with a seamless path to buying actual gadgets, however they create and share content material with the world, turning into energetic contributors in a broader cultural dialog.

Founder and co-CEO Lucy Yeomans highlighted the “a lot deeper storytelling, together with the power to ship unique 'real-world' model experiences, which had been traditionally reserved for only some, to a world viewers just about. Our customers can study, be artistic and experiment in actual time with a number of the most unimaginable luxurious manufacturers. And our companions can improve their present tales and join with new and bigger audiences to construct consciousness and affinity.”

And co-CEO Daniel Svärd added: “We’re at a time when the best way data is consumed is altering dramatically. From passive observers, individuals wish to grow to be energetic contributors. They wish to co-create content material and really feel like they belong to a neighborhood. Drest could be very nicely positioned to reply to this evolution. Not solely do we offer our customers with a artistic outlet to have interaction straight with manufacturers and merchandise, however we additionally assist our model companions to type reciprocal and genuine connections with their audiences. “It's a turning level in some ways.”