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Valentino enters fashion gaming with Drest partnership

Jeremy Lim
03 December 2021

Valentino has partnered with virtual reality fashion game, Drest, for a seven-day exclusive collaboration as the Italian fashion house furthers its exploration of virtual reality.

Launching today until 7 December, the partnership celebrates the luxury maison's festive-ready party collection, offering in-game styling community the opportunity to style with Valentino's stunning wears for free.

The interactive styling game, which launched in 2019, offers players a chance to test out runway looks, style outfits from Gucci, Loewe and Christian Louboutin and even shop the virtual content. The gameplay features hyperrealistic 3D avatars of supermodels including Irina Shayk, Imaan Hammam, and Natalia Vodianova as well as the hairstyling expertise of Sam McKnight and Mary Greenwell’s fantastical makeup.

The partnership comes on the tails of other innovative digital initiatives launched by Valentino. In 2020, the luxury label dived into the virtual realm with Valentino Insights, an interactive virtual reality environment which invites fans to walk around a digital 3D replica of a modernist Mediterranean villa inspired by creative director Pierpaolo Piccioli’s own home in Nettuno, Italy. The reality virtual platform was used to host digital NFT works from artist Matthew Stone this year, which features a hidden "room" with exclusive contents.

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