Inside Dior's "Gran Turismo 7" Race Gear Creation

Inside Dior’s “Gran Turismo 7” Race Gear Creation

When Dior creates clothes, whether for its fashion shows or a collaboration with a video game, it does not skimp. Highsnobiety took an exclusive look at the know-how that shaped the future of Dior Gran Turismo 7 collaboration, from the ideation of the sneakers to the shape of the running gear itself.

None of the Dior x GT7 garments will be produced IRL, yet its design process has been no less involved than the creative labor required to bring a mainline Dior collection to life.

For example, the Dior design team had to sketch the exact garment silhouettes they wanted Gran Turismo 7the developers at Polyphony Digital, to create in-game.

From themed helmets to sneakers covered in Oblique monograms, Dior dug deep to merge house codes with current running technology.

For example, the jumpsuit, gloves and helmet are all executed in Dior grey, with a contrasting yellow that unifies the design of the equipment. Nothing too crazy, hmmm?

However, look again at the number 47 printed on the chest, hand and head – it’s a subtle homage to the year of Dior’s official founding.

There’s also a reference to Dior’s archive CD Diamond pattern on the kit, as well as a classic Dior atelier patch that really brings the pattern home.

There’s more Dior gear coming for Gran Turismo 7 but it’s a good example of what to expect when the collaboration becomes available for the PlayStation game on August 25th.

GT7 have proven to be extremely successful, grossing around 200,000 copies sold in March 2022 alone, the month of its launch. He put a sales file for the entire franchise, in fact.

If Dior wanted to partner with a racing game series, it could do a whole lot worse.

Of course, Dior Gran Turismo 7 is just the latest in a long line of luxury fashion/video game crossovers.

From skiwear skins from Prada to complete garments from Balenciaga Fortnite equipment, these types of teams are no longer a novelty but honest to God money makers.

On the conglomerate side, fashion houses from Kering have been particularly fond of both gaming and Web3 activations, with Tiffany & Co. and Tag Heuer leading the charge for LVMH on the latter.

Louis Vuitton has dabbled a bit but Dior has kept its distance for now.

I wouldn’t expect Dior Gran Turismo 7 collection to immediately break the mold of the house, but Dior Homme artistic director Kim Jones knows the ways of youth culture well. This isn’t the last time we’ll see the house Christian built while testing digital boundaries.

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