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Dior, a luxury brand leader in cross-channel digital strategy, is increasing 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 franchises in games. world.
The LVMH-owned luxury house is collaborating with Gran Turismo 7 (GT7) to bring Dior 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 from August 25.
Kim Jones, artistic director of Dior’s men’s collections, has created a virtual capsule of skins to dress avatars in GT7, a game mostly favored by male gamers, along with a custom vintage car, the De Tomaso Mangusta. “This dialogue between Dior and the world of video games is a renewed invitation to push back the boundaries of creativity and imagination,” he says.
According to gaming intelligence from Geeiq, 93 percent of GT’s 3.34 million Gran Turismo followers are male. The virtual car will be available for purchase with in-game currency in the Legend Cars in-game retailer. Players will be able to try on a yellow and gray jumpsuit, matching gloves, Diorizon shoes made for GT7 and a helmet. The designs feature Dior Oblique motifs and a patch of Christian Dior Atelier Avenue Montaigne. The number 47 appears above the driver and the car, referring to Christian Dior’s inaugural fashion show on February 12, 1947.