Luxury fashion styling game Drest has announced a collaboration with three celebrity hairstylists, Vernon François, Sam McKnight and Jennifer Yepez.
The partnership is the first instalment of Drest’s Artist Series, a long-term initiative designed to spotlight creatives within the fashion and beauty industries while expanding the game’s interactive offerings.
Players can now style their model avatars using hair designs crafted by François, McKnight, and Yepez, professionals whose clientele includes stars such as Lupita Nyong’o, Cate Blanchett, Blake Lively, and Gigi Hadid.
Drest said this move underscores the growing role of gaming as a marketing channel for the beauty industry.
It comes as digital engagement through traditional social media platforms becomes increasingly competitive.
Interactive gaming experiences offer brands and creatives a new way to reach highly engaged audiences, Drest stated.
Users spend an average of one to four hours on branded activations, according to Drest, surpassing engagement levels seen on social media platforms like Instagram and Snapchat.
“Our mission at Drest is ‘exclusive for all’, we want to open up the worlds of luxury fashion, beauty, and lifestyle to everyone, everywhere,” said Lucy Yeomans, Drest’s founder and co-CEO.
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