It is now customary for major international fashion houses to push much harder on the accelerator when it comes to contemporary cross-media strategies.
The gaming world is certainly the most attractive one of all, given the revenue it generates and especially the young and passionate clientele that is part of it.
A few days ago Dior, announced its first collaboration with a video game, and not just any video game but Gran Turismo 7.
The Gran Turismo saga is one of the most iconic and played games of all time in the gaming world as well as one of the longest-running games ever.
Kim Jones, artistic director of Dior Men collections, has created a virtual skin capsule for GT7 avatars, as well as a custom vintage car, the De Tomaso Mangusta.
This is the first virtual clothing project for Dior Couture, and it was announced during the Gran Turismo 7 World Series Showdown in Salzburg, Austria, and will be available within the game starting Aug. 25 only on Play Station.
“This dialogue between Dior and the world of video games is a renewed invitation to push back the limits of creativity and imagination”, Jones said about the project.
The car will be available for purchase in the Legend Cars section of the game, while players will be able to try on a yellow and gray suit, matching gloves, Diorizon shoes made especially for GT7, and a helmet. Finally, we find the number 47 on both the driver’s helmet and the car, and it refers to Christian Dior’s first fashion show on February 12, 1947.