Valentino in gaming link with Drest for party collection

By

Sandra Halliday

Published
Dec 6, 2021

The importance of gaming and virtual reality continues to be reinforced among high-end brands with Valentino last week linking up with Drest to showcase its new party collection. 

The brand revealed an exclusive Valentino photoshoot on Drest, with players of the app invited to style a photoshoot on one of the game’s diverse model avatars. The game’s players were rewarded for their styling talent with virtual Valentino gift boxes.

Online games have become an increasingly popular option for luxury brands in both fashion and beauty and a key marketing channel for special launches. 

Gucci, for instance, was Drest’s key partner when the latter entered the beauty area for the first time back in October.

Back with Valentino, the brief from the fashion house asked Drest’s stylists to create a “standout party look featuring the coveted Valentino Roman Stud shoe”.

Players were also invited to explore their creativity in a mood board challenge called ‘Roman Holiday’, where they had to put together a seasonal holiday look featuring the Roman Stud handbag as the hero piece. The wider Valentino party collection was also available for players to style for free in both of the challenges. All of the pieces were available to buy virtually (as well as physically).

The link-up was active for 72 hours, alongside a video from the brand’s Holiday campaign.