DREST relaunches, announcing partnership with The Fashion Awards 2024
Mobile game DREST has relaunched, connecting users with some of the world’s most prestigious brands across fashion, beauty and lifestyle through a new and improved experience.
Offering a unique platform for discovery and engagement, the multi-brand environment connects consumers with more than 260 brands, attempting to foster a “positive” and “inclusive” space that promotes experimentation and self-expression.
Inspired by a feed of editorial challenges and stories based on real-world fashion and cultural events, users are asked to put together digital looks working with products from the latest designer collections.
They cast from a lineup of model avatars with different ethnicities and body types, use makeup and hair created by real-world talents and brands, and select from a variety of global photoshoot locations.
To kick off the latest iteration of DREST, a myriad of new features have also been added to enhance storytelling and boost engagement.
As part of this, the experience invites users to participate virtually in exclusive branded ‘real-time’ events, including completing tasks, engaging with special content and unlocking virtual branded gifts. It will also allow a lucky few to win real-life products or experiences.
To celebrate the relaunch, DREST is working with Italian luxury house Versace and The Fashion Awards 2024. Throughout November and December, players will be able to interact with these two brands through a Quest and a VIP Event, two of the game’s new features.
Versace will be the first brand to launch the Quests, and will feature bespoke challenges and exclusive digital rewards and product in-game, specifically linked to the luxury brand’s new Versace Tag Bag.
Meanwhile, the VIP Event will deliver interactive storytelling, giving users the opportunity to virtually attend The Fashion Awards 2024.
As part of this, users will have the opportunity to complete challenges using products from a selection of nominated brands, as well as jewellery from The Fashion Awards Principal Partner, Pandora.
DREST has also worked with Sam McKnight to create hairstyles within the event and commissioned a bespoke London map from British illustrator Alice Tait, that will take players on a journey through West London – from The Fashion Awards Official Hotel Partner The Peninsula London all the way to the iconic Royal Albert Hall.
Daniel Svärd, Co-CEO of DREST, said: “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 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 and I cannot wait to develop this even further.”
