{"id":162278,"date":"2019-09-30T21:45:26","date_gmt":"2019-09-30T21:45:26","guid":{"rendered":"https:\/\/www.theindustry.fashion\/drest-the-worlds-first-interactive-luxury-styling-game-launches\/"},"modified":"2021-08-12T14:04:35","modified_gmt":"2021-08-12T14:04:35","slug":"drest-the-worlds-first-interactive-luxury-styling-game-launches","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/drest-the-worlds-first-interactive-luxury-styling-game-launches\/","title":{"rendered":"DREST: the world's first interactive luxury styling game launches"},"content":{"rendered":"<p>DREST, the world's first interactive luxury styling game, is set to shake up the way Millennials and Gen-Z shop for luxury fashion. It was <strong>conceived by award-winning Editor-in-Chief Lucy Yeomans<\/strong> and developed in partnership with investor and entrepreneur Graham Edwards.<\/p>\n<p><!--more--><\/p>\n<p>The pair lead a team of luxury fashion experts in the new business, which has partnered with more than 100 of the world\u2019s leading luxury brands for launch, including<strong> Burberry, Gucci, Prada, Stella McCartney and Valentino. <\/strong><\/p>\n<p>DREST allows users to style and create their own content, <strong>share it across their social channels or with other uses in the DREST app, and shop it.<\/strong> 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.<\/p>\n<p><a href=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/DREST_PHONE_SCREEN_4.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-129387 aligncenter\" src=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/DREST_PHONE_SCREEN_4-231x300.png\" alt=\"DREST\" width=\"496\" height=\"644\" \/><\/a><\/p>\n<p><strong>Gucci has signed a worldwide, six-month partnership<\/strong> running from October, which will include a series of creatively designed challenges (launched weekly) that relate to Gucci\u2019s Fall\/Winter 2019 collection and beyond. Gucci will be the first brand to feature a dedicated avatar representing one of the brand\u2019s key faces.<\/p>\n<p>Most of the fashion assortment will be <strong>provided by global luxury fashion platform Farfetch,<\/strong> for which DREST will also act as an affiliate partner. Users will be able to style from a bespoke edit of Farfetch\u2019s inventory and then shop directly on the Farfetch platform to buy those looks. A curation of products directly from select independently sourced brands will also be available.<\/p>\n<div id=\"attachment_129388\" style=\"width: 612px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-129388\" class=\" wp-image-129388\" src=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/Drest03-300x300.jpg\" alt=\"DREST\" width=\"602\" height=\"602\" \/><p id=\"caption-attachment-129388\" class=\"wp-caption-text\">Users can select avatars and backdrops, such as 1970s room<\/p><\/div>\n<p>The game <strong>launches in an early access mode on 8 October with a waitlisted approach<\/strong> to on-boarding users in advance of the full launch in early 2020. The early access phase will allow a key global user base access to a range of features being released over the next months including augmented community, enhanced in-game economy, modesty mode and beauty.<\/p>\n<p>As part of the full launch DREST will be <strong>working with some of the world\u2019s top supermodels and cross-industry influencers<\/strong> and impact-makers who will be featured as avatars in the platform. Each of their individual philanthropic causes \u2013 to which DREST will donate a percentage of the game\u2019s revenues \u2013 will be highlighted in the editorial narrative.<\/p>\n<div id=\"attachment_129389\" style=\"width: 529px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-129389\" class=\" wp-image-129389\" src=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/Drest04cover-219x300.jpg\" alt=\"\" width=\"519\" height=\"711\" \/><p id=\"caption-attachment-129389\" class=\"wp-caption-text\">A magazine cover-style backdrop<\/p><\/div>\n<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Future plans also include <strong>donating 5% of every in-game micro-transaction<\/strong> to causes supporting digital responsibility, mental health, body positivity and female empowerment.<\/p>\n<p>Yeomans, who is a<strong> former Editor in Chief at British Harper's Bazaar and NET-A-PORTER and PORTER magazine<\/strong>, said of the new venture: \u201cI wanted to create a democratic and highly inventive new fashion experience that engages the Millennial and Gen Z audiences \u2013 who place such high value on individuality and self-expression \u2013 as well as delighting and surprising existing fashion lovers and consumers.<\/p>\n<p>\"I am thrilled to open up the incredible story-telling and creativity of the fashion world to a wider audience, and to offer brands<strong> a highly interactive, playful and immersive way to connect with global consumers.<\/strong> It is also important to me that this new platform showcases fashion as a force for good. In addition to ensuring that our content speaks to key issues and causes, we will be announcing a number of important philanthropic partnerships to time with our full launch in 2020.\u201d<\/p>\n<p>As well as Yeomans and Edwards, who is founder of Telereal Trillium and Castle Water, there is a heavyweight team behind the launch. They are joined by a multi-industry leading collective including: serial tech founder and entrepreneur Vivion Cox (COO); Lisa Bridgett (CMO &amp; Commercial Officer) previously from The Modist as well as NET-A-PORTER;<strong>Tess Macleod Smith (Managing Director) formerly Global VP of Media at NET-A-PORTER,<\/strong> launch Publishing Director of PORTER and British Harper's Bazaar; <strong>Candice Fragis (Fashion Director) previously Buying Director at Farfetch and NET-A-PORTER,<\/strong> and Emily Yim and Caitlin Shell, Director of Product Management and Business Development respectively, who join from GLU MOBILE Inc.<\/p>\n<p>DREST is <strong>available for download on The App Store and Google Play<\/strong> and the Early Access Waitlist will be opened up from 8 October for launch with Gucci. DREST will be working with a select group of fashion and gaming industry insiders, including students from London College of Fashion UAL who will be in the game for early access.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":135773,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6,10494,12973,10497],"tags":[10565,15276,21,9921,15277,10045,11637,10023],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DREST: the world&#039;s first interactive luxury styling game launches - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"DREST, the world&#039;s first interactive luxury styling game, is set to shake up the way Millennials and Gen-Z shop for luxury fashion. 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