FRENCH DRESSING: Drest, the style gaming app, is teaming with Jimmy Choo for the primary time, permitting gamers to work together with the model’s new, Paris-themed Wardrobe Icons marketing campaign.
The partnership will function bespoke digital backdrops, permitting gamers to step behind the scenes of the marketing campaign shoot.
Inside the app, gamers can model seems utilizing items from the Wardrobe Icons assortment (which options reissued types from the model’s archives) guided by three curated edits.
With equipment accounting for 36 % of all try-ons and footwear alone reaching practically 104 million digital fittings, Drest mentioned the partnership provides Jimmy Choo a “highly effective platform to have interaction a brand new technology of digitally native customers,” bringing the model’s product providing into an interactive and creatively pushed atmosphere.
The cope with Jimmy Choo is a part of a wider technique at Drest, which final November unveiled a brand new iteration. Gamers can model a greater variety of branded clothes and accessories on fashions of various physique sorts and ethnicities; prep for and “attend” unique occasions and have interaction on a extra intimate stage with manufacturers and seasonal collections.
Since its replace final yr, Drest has formally surpassed 1 billion digital try-ons, which the corporate mentioned underscores “the rising urge for food for immersive, story-driven vogue experiences and digital-first model discovery.”
Drest works with greater than 260 manufacturers and permits avid gamers to work with full collections, and add hair and make-up seems created by real-world abilities and types. Avid gamers may also choose from a wide range of international photoshoot areas and real-life occasions and backdrops.
Avid gamers are capable of win prizes inside and out of doors the sport, hone their styling abilities with every play, and stage up and impress their journal “editor” with seems for digital shoots.
Lucy Yeomans, founder and co-CEO, mentioned: “We’re excited to indicate how Drest’s elevated digital atmosphere can deliver vogue campaigns to life in new methods by means of storytelling, styling and self-expression.”
Helene Phillips, chief shopper officer, Jimmy Choo, mentioned the corporate is “all the time in search of new, modern partnerships to deepen reference to our purchasers and encourage their model journeys.”
She mentioned the collaboration with Drest “blends the enjoyment of vogue discovery with the ability of private styling, permitting our neighborhood to have interaction with the model in a playful, but significant, method. Reaching 1 billion objects tried on in-game is an unimaginable milestone and we’re proud to rejoice this second collectively.”
