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Dior, a luxury brand leader in multi-channel digital strategy, is strengthening 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 the gaming world.
The LVMH-owned luxury house has partnered 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 designed a virtual capsule of skins to dress avatars of GT7, a game favored mostly 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 the boundaries of creativity and imagination,” he says.
An overwhelming 93 percent of Gran Turismo GT’s 3.34 million followers are male, according to gaming intelligence from Geeiq. The virtual car will be available for purchase with in-game currency at the game’s Legend Cars dealership. Players will be able to try on a yellow and gray jumpsuit, matching gloves, Diorizon boots rendered for GT7 and a helmet. Designs include Dior Oblique motifs and a Christian Dior Atelier Avenue Montaigne patch. The number 47 appears on the driver and the car, referencing Christian Dior’s inaugural fashion show on February 12, 1947.
Kazunori Yamauchi, president of game development studio Polyfony Digital, says Dior’s combination of “innovation and nostalgia” is in line with the approach of Gran Turismo, which is known for racing simulations that emulate physical world conditions.
Photo: Dior/ Amber Grace Dixon
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