FRENCH DRESSING: Drest, the fashion gaming app, is teaming with Jimmy Choo for the first time, allowing players to interact with the brand’s new, Paris-themed Wardrobe Icons campaign.  

The partnership will feature bespoke virtual backdrops, allowing players to step behind the scenes of the campaign shoot.

Within the app, players can style looks using pieces from the Wardrobe Icons collection (which features reissued styles from the brand’s archives) guided by three curated edits.

With accessories accounting for 36 percent of all try-ons and shoes alone reaching nearly 104 million virtual fittings, Drest said the partnership offers Jimmy Choo a “powerful platform to engage a new generation of digitally native consumers,” bringing the brand’s product offering into an interactive and creatively driven environment.

The deal with Jimmy Choo is part of a wider strategy at Drest, which last November unveiled a new iteration. Players can style a wider variety of branded clothing and accessories on models of different body types and ethnicities; prep for and “attend” exclusive events and engage on a more intimate level with brands and seasonal collections.

Since its update last year, Drest has officially surpassed 1 billion virtual try-ons, which the company said underscores “the growing appetite for immersive, story-driven fashion experiences and digital-first brand discovery.”

Drest works with more than 260 brands and allows gamers to work with full collections, and add hair and makeup looks created by real-world talents and brands. Gamers can also select from a variety of global photoshoot locations and real-life events and backdrops.

Gamers are able to win prizes inside and outside the game, hone their styling skills with each play, and level up and impress their magazine “editor” with looks for virtual shoots.

Lucy Yeomans, founder and co-CEO, said: “We are excited to show how Drest’s elevated digital environment can bring fashion campaigns to life in new ways through storytelling, styling and self-expression.”

Helene Phillips, chief client officer, Jimmy Choo, said the company is “always looking for new, innovative partnerships to deepen connection with our clients and inspire their style journeys.”

She said the collaboration with Drest “blends the joy of fashion discovery with the power of personal styling, allowing our community to engage with the brand in a playful, yet meaningful, way. Reaching 1 billion items tried on in-game is an incredible milestone and we’re proud to celebrate this moment together.”