DREST, the trailblazing gaming platform for luxury fashion, has partnered with leading makeup artist Mary Greenwell to create its entire digital makeup portfolio.
Greenwell has on-going collaborations with some of the world’s best known fashion and beauty houses including Chanel, Armani, Sensai and Suqqu, and is the makeup artist of choice for celebrities including Cate Blanchett, Jessica Chastain, Amanda Seyfried and Uma Thurman.
Her first “challenge” for DREST goes live at 1pm today and players will be able to either select the “limited edition Fashion Fantasy” look designed by Greenwell for their avatar or create their own individual red carpet beauty look.
The DREST platform, which was launched by former editor-in-chief of PORTER, NET-A-PORTER.COM and Harper’s BAZAAR UK Lucy Yeomans, allows the user to play stylist and respond to daily photoshoot challenges, creating visuals working with four key elements: model casting, fashion styling, location setting and, to complete each look, make-up.
“DREST is unique in that it brings real-life elements into gameplay via luxury fashion brands and their latest products, as well as global locations, and daily creative challenges inspired by real time news – so we wanted to find a way to do the same for beauty,” said Yeomans.
“I am delighted to introduce Mary to the world of DREST. Not only is she one of the world’s most celebrated makeup artists, but she is a true creative and has embraced this opportunity, applying her extraordinary talent and expertise to our virtual world. Our players will be able to experiment and create with the elevated yet simple to use beauty selection that Mary has developed for DREST and also be treated to her compelling video makeup tutorials on our in-game home feed and social channels,” she added.
DREST has already partnered with a number of leading fashion brands, including Gucci, Bottega Veneta, Prada, Off-White, Loewe, Chloé, Thom Browne, Burberry and Stella McCartney. The digital fashion assortment is provided by both Farfetch and brands directly enabling players to shop the content they create.
Later this year it will partner with some of the world’s top beauty brands, launching “bespoke and immersive” campaigns that allow users to discover and interact with products in a highly creative, virtual space. Rich data tracking engagement, audience behaviour and preferences, will be generated and offered to brands – enabling them to make informed strategic decisions.
Currently a line-up of 12 DREST models (native avatars designed in-house) feature in the game, each representing different ethnicities, body shapes and ages. Users can apply makeup to their chosen model in the following ways:
– Applying bronzer, highlighter and blush
– Choosing from three different eyebrow styles
– Opting for subtle, cut crease or blended eyeshadow options in numerous colours
– Enhancing the eye by choosing from four styles of eyelashes and eight eyeliner options
– Selecting from an array of lip shades in two finishes – matte and gloss
– Adorning the face with gold or silver glitter
“I am overjoyed to have collaborated with Lucy and the DREST team – the app is such a brilliant concept, it’s so much fun to be able to switch out eyeliner in a flash, or put more lashes on and change lip color in a heartbeat. This virtual journey has been unforgettable; I love beauty, that’s what I really love in makeup, so I focused on making the end image beautiful – imagining all of the incredible, endless ways that looks can come alive. I considered each avatar’s unique facial features and skin tone and developed makeup options that I hope everyone will feel excited to discover and experiment with,” Greenwell said.
Greenwell will be creating regular limited edition makeup looks that can be applied to DREST models through a simple tap.
DREST is available for download on The App Store and Google Play.