On November 12, the fashion gaming app, Dres” announced a long-awaited update. This latest evolution is more than just a feature upgrade; it seamlessly blends fashion, gaming, and editorial into an entirely new entertainment experience. Fashion enthusiasts can now dive deeper into creative adventures, engaging closely with top brands and cultural events in a world where the real and virtual intersect.
Introducing the “RVR” Experience: Where Real and Virtual Worlds Meet
With this update, Drest aims to provide an “RVR (Real-Virtual-Real)” experience. In this immersive virtual space, users can style with collections from real-world brands, allowing them to connect meaningfully with the stories and values behind each brand.
For this launch, over 260 luxury brands, including Alaïa, Casablanca, Diesel, Self-Portrait, Balmain, Bottega Veneta, Burberry, Chloé, Fendi, Gucci, Loewe, Maison Margiela, Miu Miu, and Prada, have joined Drest’s roster.
Exclusive launch partners, such as Versace, Pandora’s “Fashion Awards 2024,” and Manolo Blahnik, are also integrated into the game with unique in-game story collaborations. The Fashion Awards 2024 virtual event allows players to create digital looks, select professional makeup and hairstyles, and choose from global photoshoot locations, all in a fully immersive experience. At the VIP event, brands like Flowerbx, a London-based flower delivery service, and Leica Camera appear in-game, enabling users to elevate their styling skills through these brand interactions.
Additionally, Drest connects in-game success with real-world rewards, giving players the chance to win actual prizes. Through this blend of virtual and real, users can enjoy the thrill of seeing their digital accomplishments extend into reality.
Deep Storytelling and Inclusive Styling: Making Luxury Accessible
Lucy Yeomans, co-CEO, explains, “far deeper storytelling, including the ability to deliver exclusive ‘real-world’ brand experiences – which historically were reserved only for the very few – to a global audience virtually. Our users can learn, be creative and experiment in real time with some of the most incredible luxury brands. And our partners can enhance their existing stories and connect with both new and bigger audiences to develop awareness and affinity.”
Drest’s inclusive styling experience also allows for diverse model body types and ethnicities, empowering users to create looks that align with their Personal values and aesthetics. This experience resonates not only with the core audience of ages 18-29 but also appeals to those aged 29-35, opening the door to fashion exploration across a wide range of ages.
Co-CEO Daniel Svärd commented, “We are at a moment in time, where the way information is consumed is drastically changing. From passive observers, people want to become active participants. They want to co-create content and feel that they belong to a community. Drest is very well positioned to respond to this evolution. Not only do we give our users a creative outlet to directly interact with brands and products, we also support our brand partners to establish reciprocal and authentic connections with their audiences. It’s a game-changer in so many ways.”
Going forward, Drest plans to offer even more experiences by collaborating with fashion industry events and destination fashion shows. Yeomans believes that the “deeply immersive experience” Drest provides signifies more than just a game, showcasing new potential for the fashion industry. Through Drest, brands can recreate their collections and shows, giving users the chance to build a meaningful connection with the brands and engage with them on a deeper level.
Moreover, the company plans to introduce challenges related to prominent figures and stylists in the fashion industry. Next year, Drest aims to host events centered around charitable activities, further solidifying its role as a “positive force” that bridges the fashion industry with social good.
A New Era: The Convergence of Fashion and Gaming
In recent years, fashion gaming apps that seamlessly bridge real and virtual experiences have been gaining traction.
In January 2024, fashion designer Tommy Hilfiger and Joe Lamastra’s Hilfiger Ventures will release the mobile AI fashion game “FashionVerse” in partnership with global game publisher Tilting Point. Like Drest, FashionVerse merges fashion and gaming, using photorealistic AI technology that allows players to creatively express themselves. Players can select realistic avatars, makeup, and outfits inspired by real-world brands, immersing themselves in the latest trends and fashion.
This convergence of fashion and gaming is paving the way for a new era where digital self-expression meets real-world brand value, creating unique experiences for both users and brands. Platforms like Drest and FashionVerse bring more than entertainment—they carry a deep significance and offer new possibilities for the fashion industry.