Copenhagen Fashion Week, Scandinavia’s premier fashion event, has teamed up with the luxury mobile game Drest, which allows users to have their own fun by styling avatars and putting together streetwear outfits, all within the virtual space of Drest.
From August 7 to 12, users can take on daily in-game challenges that evoke the front-row atmosphere of catwalk shows and capture the essence of famous street style photographers such as Phil Oh and Tommy Ton.
The collaboration is not only a nod to immersive virtual fashion, but also a celebration of Scandinavian brands including Ganni, Remain, Cecilie Bahnsen and Stine Goya. These brands will be showcased against the backdrop of iconic Danish locations, integrating brand stories with the rich tapestry of Denmark’s cultural landmarks.
Launched in 2019, Drest is home to more than 260 luxury brands, including fashion powerhouses such as Gucci, Prada and Burberry. These partnerships are powered by online retailer Farfetch and direct brand associations.
“In recent years, Copenhagen Fashion Week has established itself as one of the most fun, energetic and playful showcases internationally,” says Drest Founder and CEO Lucy Yeomans.
Prior to Drest, Yeomans was editor-in-chief of Net-a-Porter magazine Porter and Harper’s Bazaar UK.
She also commented on the sustainability ethics of these featured brands, an element that allows users to better discover purpose-led brands.
The game’s challenges are rooted in real-world events and luxury brands, allowing players to style a model avatar. Once a challenge is completed, the community votes on the final look. In-game digital wearables can be acquired, earned, or purchased for free.
$19 million funding round
In June, Drest announced a $19.1 million funding round, bringing total funding to $38.2 million.
Currently, Drest operates outside of the current Web3 framework. However, it shared that the newly raised capital is already earmarked for developing a “metaverse-enabled” version of the current product. Players could have improved social interactions within the game and some additional branding challenges designed to enhance the player experience.
Drest’s trajectory also includes taking advantage of “250% year-over-year user base growth”. The company is exploring additional games within the Web3 and lifestyle domains, with research and development initiatives planned for the next 18 months.
The company previously partnered with luxury hospitality group Oetker Collection, including iconic hotel locations such as the Eden Rock in Saint Barths and Le Bristol Paris. Both locations are integrated into Drest’s in-game mode challenges. In March, Drest and Le Bristol debuted their NFT collection, Le Bristol Unlocked.