DREST gamifies PUMA X Tabitha Simmons collab
DREST, the world's first luxury fashion shoppable gaming platform, is collaborating with global sports giant PUMA on the launch of its collaboration with New York-based British footwear designer Tabitha Simmons.
The collaboration – which combines the contrasting styles of PUMA's sports aesthetic and Simmons' ornate approach featuring flowers and dragonflies – will launch on Saturday 1 February.
Throughout the month of February DREST, which was founded by former Net-A-Porter and PORTER editor in chief Lucy Yeomans, will set its players three bespoke challenges (two still lifes and one photoshoot) to encourage them to interact with the product and shop it.
The photoshoot challenge
Players who participate in the photoshoot challenge and share their visual creations socially using #DrestLovesPumaxTS will have their submissions reviewed by Tabitha Simmons herself, and from this, 10 individuals will be hand-selected to win a real life backpack or waist-bag from the collection.
The PUMA x TABITHA SIMMONS capsule consists of reimagined signature styles including the PUMA CELL Stellar and the Ralph Sampson. Traditional athleisure staples such as the reversible full-zip nylon track jacket and matching pant feature batwing sleeves and floral T7 panel design details. The versatile shiny backpack with custom-made all-over print and floral waist-bag promise both style and practicality. Prices range from $65 – $180.
Shopping the shoot
DREST was unveiled in September of last year, and launched in early-access mode in October, with the aim of introducing luxury brands to a new generation of consumer. It partnered with more than 100 brands for its launch including Burberry, Gucci, Prada, Stella McCartney and Valentino.
It allows players to style and create their own content, share it across their social channels or with other uses in the DREST app, and shop it. Players are provided with a diverse line-up of avatars and the latest styles from the partner brands, along with hair, make-up, locations and backdrops.
Most of the fashion assortment on the app comes from global luxury platform Farfetch, for which DREST acts as an affiliate partner but it also offers a curated selection of product from select independent brands.
