Luxury styling game DREST partners with Copenhagen Fashion Week
Luxury styling mobile game DREST has joined forces with Copenhagen Fashion Week (CPHFW) in an initiative that enables fashion lovers around the world to discover and interact with the event.
Through a series of in-game challenges, DREST will celebrate and showcase some of the best Nordic talent, spotlighting the brands and designers of CPHFW, which is known as the world's leading fashion week in the sustainability field.
The collaboration will include Daily Style and Brand Focused challenges. Daily Style challenges will bring players into the heart of CPHFW and ask them to style their avatars for different occasions - from attending the hottest catwalk show, to being hosted at an exclusive dinner with influencers and being street-style ready.
A Cecilie Bahnsen look on DREST
Brand Focused challenges will highlight brands showing as part of CPHFW, including Ganni, Remain and Stine Goya, giving players the opportunity to learn their stories, and use their hero products to style their avatars. DREST has also introduced two bespok Danish backgrounds for players to place their avatars in once they have completed their styling challenges.
The challenges begin from today and run until 12 August. Copenhagen Fashion Week is currently under way and runs until 11 August in the Danish capital.
Lucy Yeomans, Founder & Co-Chair DREST said: “We are delighted to work with Copenhagen Fashion Week to bring the excitement and buzz of the event to a digital audience. Fashion Weeks are one of the fashion industry’s biggest highlights, and being able to share experiences such as this with our style-obsessed players, so they can really be a part of these exclusive events, is what DREST is all about. CPHFW is a great fit for DREST as it's fun, playful, energetic but with a sustainability message at its core- values we wholeheartedly share. I cannot wait to see how everyone styles their avatars using our selection of Nordic brands!”
A Remain and Ganni look on DREST
Cecilie Thorsmark, CEO CPHFW commented: “Here at Copenhagen Fashion Week we are always exploring ways to bring the incredible talent of our Nordic fashion community to a wider audience through special partnerships, collaborations and activations. I am excited about the prospects and potential that partnering with DREST will offer, as it will open us into new territory - that of the gaming sphere - and in turn open new doors for opportunity to foster connections in the digital realm. DREST works with some of the most respected and recognisable brands in the world: we are proud to be the first partner for DREST of a collaboration of this kind and look forward to exploring how we can build more bridges between the digital and gaming world and Copenhagen Fashion Week.”
DREST was co-founded by Yeomans, a former Editor in Chief of Harper's Bazaar and Net-A-Porter, in 2019. It currently collaborates with more than 260 luxury brands including Breitling, Cartier, Christian Louboutin, Fendi, Gucci, Prada and Valentino and achieved revenues of £72.5 million in 2022. It recently secured £15 million in funding to develop DREST 2.0.
