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

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 equip avatars of GT7, a favorite game among male gamers, as well as a personalized 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 from 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 atop the driver and car, referring to Christian Dior’s inaugural fashion show on February 12, 1947.

Previously in the metaverse, Dior tested the waters with a 2021 partnership between its Miss Dior fragrance and the Ready Player Me avatar platform for the Miss Dior Immersive Journey experience. Other luxury house collaborations with games include Louis Vuitton’s pioneering partnership with 2019’s League of Legends in 2019, Prada’s collaboration this year with Ubisoft to fashion outerwear in the Riders Republic video game. Balenciaga has worked with Fortnite, while Marc Jacobs and Valentino have both contributed outfits to Animal Crossing.

Gran Turismo 7 collaborations have included streetwear brand Anti Social Social Club on a custom vehicle skin as well as Tag Heuer as the game’s official timekeeper. The new partnership with Dior represents the first collaboration from a luxury fashion house with custom parts for GT7.

Experts say designing for games allows fashion houses to connect with young consumers and test potential consumer appetite for virtual goods among gaming communities.

According to a 2022 study by Razorfish and Vice Media Group, many Gen Z gamers welcome the presence of brands in the metaverse: 30% are enthusiastic about brands selling skins. The report highlighted how the metaverse is emerging as a space for identity exploration, with 45% of gamers seeing their gaming identity as a “truer expression” of themselves.

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