To receive the Vogue Business newsletter, register here.
Dior, a leading luxury brand in cross-channel digital strategy, is strengthening its presence in the metaverse through a remarkable collaboration with Gran Turismo 7, a racing game now in its seventh edition and one of the oldest franchises in the world. gaming world.
The LVMH-owned luxury house is teaming up with Gran Turismo 7 (GT7) to bring Dior’s designs into the virtual world – the first virtual clothing project for Dior Couture. The collaboration was announced today at the Gran Turismo 7 World Series Showdown in Salzburg, Austria, and will be available in-game starting August 25.
Kim Jones, Artistic Director of Dior’s Men’s Collections, has designed a virtual capsule of skins to outfit avatars of GT7, a favorite game among male gamers, as well as a custom vintage car, the De Tomaso Mangusta. “This dialogue between Dior and the world of video games is a renewed invitation to push the limits of creativity and imagination,” he says.
An overwhelming 93% of GT’s 3.34 million Gran Turismo followers are male, according to Geeiq’s gaming intelligence. The virtual car will be available for purchase with in-game currency at the in-game Legend Cars dealership. Players will be able to try on a yellow and gray jumpsuit, matching gloves, Diorizon shoes rendered for GT7, and a helmet. The designs feature Dior Oblique motifs and a Christian Dior Atelier Avenue Montaigne patch. The number 47 appears above the driver and the car, referring to Christian Dior’s inaugural fashion show on February 12, 1947.
Comments are closed.