To receive the Vogue Business newsletter, register here,
Dior, a luxury brand leader in cross-channel digital strategy, is expanding its presence in the metaverse through a high-profile collaboration with Gran Turismo 7, a racing game now in its seventh edition and one of the longest-running games in gaming. One of the running franchises. World.
The LVMH-owned luxury house is partnering with Gran Turismo 7 (GT7) to bring Dior’s designs to 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 from August 25.
Kim Jones, the artistic director of the Dior men’s collection, has created a virtual capsule of skins to dress up the avatars on the GT7, a game mostly loved by male gamers, as well as a customized vintage car, the De Tomaso Mangusta. “This dialogue between Dior and the video game world is a new invitation to push back the boundaries of creativity and imagination,” he says.
According to Gaming Intelligence from Geek, 93 percent of Gran Turismo’s 3.34 million followers are men. The virtual car will be available for purchase with in-game currency at the game’s Legend Cars dealerships. Players will be able to try on yellow and brown jumpsuits, matching gloves, Dirizone shoes made for the GT7, and a helmet. The design features Dior Oblique motifs and a Christian Dior Atelier Avenue Montaigne patch. The number 47 appears above the driver and the car, referencing the inaugural fashion show of Christian Dior on 12 February 1947.