Kim Jones designs skins and a vintage car for Dior’s game debut

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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.

Kazunori Yamauchi, president of game development studio Polyfony Digital, said Dior’s combination of “innovation and nostalgia” aligns with the approach of Gran Turismo, known for its racing simulations that mimic the conditions of the physical world.

Photo: Dior/Amber Grace Dixon

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