In celebration of its 25th anniversary, the fashion house, Christian Dior, has announced a partnership with the popular car racing simulation game, Gran Turismo. With the growing intersection of luxury, gaming, and the metaverse, Dior is keen on tapping into this trend and exploring the world of the latest installment of Gran Turismo, which was introduced by Polyphony Digital, a subsidiary of Sony Interactive Entertainment Inc, in 1997.
After the release of Gran Turismo 7 on Playstation 4 and 5, the game will feature a range of virtual clothing, referred to as “skins,” designed by Kim Jones, the Artistic Director of Dior Homme collections. Among these digitally created outfits is a two-tone jumpsuit adorned with the iconic Dior Oblique motif, along with matching gloves, a helmet, and a fresh version of the Diorizon sneakers.
In addition to the virtual clothing, the collaboration also includes the customization of a vintage sports car, the De Tomaso Mangusta, by infusing it with the distinct codes of the Parisian fashion house. Notably, the car features the number 47, paying homage to the year of Christian Dior’s first-ever fashion show.
This exciting collaboration was officially announced by Sony during the GT World Series Showdown in Salzburg and is set to be available on August 25th. As per a recent study conducted by Bain & Company and the Altagamma Foundation, the metaverse and NFTs (non-fungible tokens) are projected to account for 5 to 10% of the luxury market by 2030. This trend is further evidenced by the active participation of luxury brands in this realm.
For more information about Gran Turismo 7, visit their official website here.
To explore the latest collections by Dior, visit their official website here.
