Drest Levels Up: Fashion Gaming Meets Immersive Luxury

The fashion world is taking a bold leap into the digital realm, and Drest is leading the charge. The fashion gaming app has relaunched with an upgraded experience, offering players a chance to style luxury collections, interact with real-world brands, and even attend exclusive events—virtually.

Launching globally on Tuesday (except in China), the updated app boasts high-profile partnerships, including Versace and The Fashion Awards, bringing the glamour of the runway straight to your screen. What sets this iteration apart? Players can style models of various body types and ethnicities, experiment with authentic hair and makeup looks, and immerse themselves in photo shoots at iconic global locations. It’s a virtual playground for fashion lovers, complete with challenges that mimic the real world of editorial shoots.

A look at the latest iteration of mobile fashion styling app Drest. Image courtesy of Yahoo.com

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Gaming Meets Storytelling

Drest isn’t just about styling anymore. Co-CEO Daniel Svärd, formerly with Candy Crush creator King, explains the app’s pivot toward a more interactive and narrative-driven approach. “People don’t want to be passive observers anymore. They want to co-create and feel part of a community,” says Svärd. By merging gaming with editorial storytelling, Drest offers an experience that is as much about creativity as it is about competition.

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This isn’t about simply dressing up avatars. Players dive deep into full fashion collections, work with high-end brands, and explore styling in contexts that mimic the real-life world of luxury fashion. “We want players to walk away having learned about a brand or collection,” Svärd adds.

Luxury Meets Interactivity
The app now features more than 260 luxury brands, from Gucci and Prada to Cartier and Jimmy Choo. Upcoming challenges include a virtual “VIP Event” for The Fashion Awards, where players can style their avatars in preparation for the real-world event at London’s Royal Albert Hall. Illustrator Alice Tait has even designed a bespoke London map for players to navigate during this journey.

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Founder Lucy Yeomans, formerly of Harper’s Bazaar UK and Porter, says the goal is to deliver the ultimate luxury experience. “We’re creating a deep immersion into the luxury ecosystem—hotels, flowers, and all the finer details,” she explains.

Lucy Yeomans, founder and co-CEO of Drest. Image courtesy of Yahoo.com

The Future of Fashion Gaming
Looking ahead, Drest is exploring collaborations that integrate destination fashion shows and events into the game. Brands could reimagine their runway moments for a digital audience, allowing gamers to step into the shoes of editors and stylists.

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With plans to include challenges inspired by fashion icons and philanthropic collaborations, Yeomans envisions Drest as “a force for good” in both fashion and gaming. “We want to celebrate the people, the products, and the incredible storytelling of this industry,” she says.

Drest isn’t just a game—it’s where luxury fashion and cutting-edge tech collide.