Drest: fashion game app set to make waves
Everything we know about Drest, Lucy Yeomans' new venture
Thus far Yeomans, a formidable force in fashion, has been tight-lipped about her new venture: simply adding a teasing 'Creator & Founder of new fashion/tech venture' to her Instagram bio.
But, the secret is now out and Drest, her new venture, has launched with a round of early access. Read on to learn more about 'the world's first interactive luxury styling game'.
Who is Lucy Yeomans?
Lucy Yeomans, a glamorous and well-connected champion of strong, intelligent women, joined Net-a-Porter in 2012 after leaving the role of editor-in-chief of Harper's Bazaar UK.
Yeomans had been at Harper's Bazaar since 2000, in that time overseeing its rebranding as a fashion-forward glossy and moving away from its past association with the society set.
In her seven years with Net-a-Porter, Yeomans will have been privy to some of the most insightful data, trend analysis and forecasting in fashion retail and witnessed the cutting edge of new technologies in practice, so she's perfectly poised to determine the next big thing in fashion.
Lucy Yeomans outside 10 Downing Street © Lucy Yeomans
What is Drest?
After months of top-secret development, Yeomans' new tech venture Drest finally went live in October 2019 with a soft launch of a fashion gaming app targeting the strong and growing female gaming audience.
Analysis from Newszoo found that women make up 46% of gaming enthusiasts, with an estimate of one billion female gamers, over a third of whom fall into the 'time filler' category: using gaming, often on mobile, as a distraction rather than a dedicated activity.
How does Drest work?
Download it now from the App Store or Google Play to be added to the early access waiting list. Once you're in, you'll start in tutorial mode, paying close attention to the brief in order to accrue 'Drest dollars' and 'Photoshoot hours', aka points, which unlock clothing and challenges respectively.
To level up you'll need to build your 'Reputation points' which will enable you to start assuming the role of stylist and creative director, not only dressing size-inclusive model avatars in the latest designer fashion, but choosing hair and make-up looks and locations.
There's also a section to make still-life and flat-lay compositions, playing with props, stickers and inspirational backgrounds. Your work will amass likes which will help build your critical eye score, while your work ethic score is built on the number of challenges you enter.
Players will be able to share their creations within the app, follow other stylists and even vote on their creations, cherry-picking some of the social elements of apps such as Instagram. There will be opportunities for players to level up and unlock further elements.
There's also content designed to highlight exciting new arrivals and key trends, while brand partnerships will highlight the arrival of new pieces and spotlight hero items.
Clothing and accessories will be shoppable via Farfetch, with the idea being that Drest is a way to help you virtually try before you buy, as well as gather inspiration on how to style and get the most out of your wardrobe.
The game is free to down with in-app purchases (you can also accrue 'Drest dollars' by inviting friends to join or watching videos) and will need a data connection to function.
The limited nature of the soft launch means that interactions with other players are still minimal, but it gives players a chance to get a headstart on building their profile, and figuring out how to make the game work for them.
In a time when Instagram can feel a bit overwhelming, Drest is offering an alternative way not only to interact with fashion and consume editorial content but also to connect with other players. Big brands will most definitely be paying close attention.
Whether it bridges the gap between e-commerce and bricks and mortar is yet to be seen, but rest assured your screentime is set to get a whole lot more stylish.