Dior’s first digital clothes are coming to Gran Turismo 7

Dior is racing for its first digital clothing project. The luxury brand has partnered with racing game Gran Turismo 7, one of the oldest franchises in gaming, to bring its styles to the virtual world. The digital collection was designed by Kim Jones and will include avatar skins and a custom vintage car.

Designer brands like Gucci, Burberry and Prada have already paved their way into the metaverse, partnering with Roblox, the release of digital clothing and the offer of NFT. Dior has been more hesitant, only testing the virtual waters through a 2021 collaboration with avatar platform Ready Player Me. Its partnership with Gran Turismo 7 (GT7), however, is the first racing game with a luxury fashion house.

Premium Power — “This dialogue between Dior and the video game world is a renewed invitation to push the boundaries of creativity and imagination,” Jones said in a statement. His designs, both in the clothing in the collection and in the custom car, demonstrate this luxurious look. Racing has never been so refined.

Dior

In GT7, players can try on a yellow and gray jumpsuit, matching gloves, and Diorizon shoes rendered for the video game. Each piece is adorned with Dior’s Oblique monogram and a Christian Dior Atelier Avenue Montaigne patch. A motor racing-inspired “47” logo also appears on the suit, referencing Christian Dior’s inaugural fashion show in 1947.

The same number was splashed on the vintage car designed by Jones, a De Tomaso Mangusta. Unlike the bright yellow combination, the vehicle sports a pastel yellow palette accented with light gray stripes. The “Dior” brand decorates the side of the car.

Players can complete the virtual look with a gray helmet, which features a mirrored blue lens covered with Dior’s Monogram Oblique logo. The sides and back of the headgear display additional Dior branding, showcasing the helmet’s designer from any angle (and perhaps at any speed).

Fancy Dior? — Dior’s digital excavations will be available on GT7 on Playstation 4 and Playstation 5, as the game is a Sony exclusive. The De Tomaso Mangusta car will be available for purchase via GT7‘s Legend Cars, and the collaboration will only be available for a limited time.

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