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Dior, a luxury brand leader in cross-channel digital strategy, is stepping up its presence in the metaverse via a high-profile collaboration with Gran Turismo 7, a racing game now in its seventh edition and one of the longest running franchises in the gaming world.
The LVMH-owned luxury house is partnering 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 from 25 August.
Kim Jones, artistic director of Dior men’s collections, has designed a virtual capsule of skins to outfit avatars on GT7, a game favoured mostly by male gamers, along with a customised vintage car, the De Tomaso Mangusta. “This dialogue between Dior and the world of video games is a renewed invitation to push back the limits of creativity and imagination,” he says.
An overwhelming 93 per cent of GT’s 3.34 million followers of Gran Turismo are male, according to gaming intelligence from Geeiq. The virtual car will be available for purchase with in-game currency in the game’s Legend Cars dealership. Players will be able to try on a yellow and grey jumpsuit, matching gloves, Diorizon shoes rendered for GT7 and a helmet. Designs feature Dior Oblique motifs and a Christian Dior Atelier Avenue Montaigne patch. The number 47 appears atop driver and car, referencing Christian Dior’s inaugural fashion show on 12 February 1947.