Valentino has fully embraced the world of gaming and virtual reality by teaming up with Drest, an online styling game, to showcase its latest party collection. This exciting collaboration involved a special Valentino photoshoot on the Drest app, where players had the opportunity to style one of the game’s diverse model avatars with Valentino’s stunning designs. As a bonus for showcasing their styling skills, players were rewarded with virtual Valentino gift boxes.
Using online games as a marketing channel has become increasingly popular among luxury fashion and beauty brands. Gucci, for instance, previously partnered with Drest when the app made its foray into the beauty sector in October.
In the case of Valentino, the brand specifically asked Drest’s talented team of stylists to curate standout party looks featuring their highly coveted Valentino Roman Stud shoe. Players were also invited to participate in a creativity challenge called ‘Roman Holiday’, where they had to assemble a seasonal holiday look centered around the Roman Stud handbag. Additionally, players were given access to the wider Valentino party collection, which they could freely style in both challenges. These virtual fashion pieces were made available for purchase, alongside the physical collection.
The collaboration between Valentino and Drest was a limited-time event lasting 72 hours. To enhance the experience and showcase their brand further, Valentino created a video showcasing their Holiday campaign. This partnership not only demonstrates the growing importance of gaming and virtual reality, but it also highlights the industry’s recognition of the power of technology and its ability to engage a new generation of consumers. By combining the worlds of fashion and technology, luxury brands like Valentino can create immersive experiences that resonate with their target audience.
Useful Links:
1. Valentino Official Website
2. Drest Official Website
