Luxury Fashion Brands Turn to Gaming to Attract New Buyers

A few months ago I discovered an unexpected, mind-soothing salve: Drest, a fashion styling game I downloaded when it came out in 2019 but hadn't yet actually played. As a thirtysomething obsessed with luxury fashion, I love the creativity and artistry of fashion, but I'm not a fan of the industry's murky ethics. And Drest feels very much like it's made for me, although people aged 18 to 60 around the globe are playing it (including those likely to be featured in it, like Kate Moss). For those who want to spend, there's ample opportunity, from in-game upgrades to buying yourself that Simone Rocha beaded bag you keep adding to every virtual outfit. Each morning, I'll choose a few styling challenges to do, adding stickers to a mood board or giving a model an Audrey Hepburn red-carpet look.