Kim Jones made a leather and vintage car debut for the Dior game

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Dior, the luxury brand leader in cross-channel digital strategy, is strengthening its presence in the Metaverse with a high-profile partnership with Gran Turismo 7, the racing game now in its seventh edition and one of the longest-running franchises in the game. the world.

The LVMH-owned luxury house has partnered with Gran Turismo 7 (GT7) to bring Dior designs into the virtual world – the first virtual wear project for Dior Couture. The collaboration was announced today at the Gran Turismo 7 World Series in Salzburg, Austria, and will be in play from August 25.

Kim Jones, artistic director of the Dior men’s collection, has created a virtual capsule skin to dress avatars in GT7, a game mostly loved by male gamers, along with a customized vintage car, the De Tomaso Mangusta. “This dialogue between Dior and the world of video games is a renewed invitation to push back the boundaries of creativity and imagination,” he said.

According to data from Geek, 93 percent of GT’s 3.34 million Gran Turismo followers are men. The virtual car is available for purchase with in-game currency at the in-game Legend Cars dealership. Players can try on yellow and gray jumpsuits, matching gloves, Diorizon shoes for GT7 and helmets. Designs feature Dior Oblique Motifs and Christian Dior Atelier Avenue Montaigne patch. No. 47, February 12, 1947, referring to Christian Dior’s first fashion show, is shown in a chauffeur and a car.

Kazunori Yamauchi, president of game development studio Polyphony Digital, said Dior’s combination of “innovation and nostalgia” fits Gran Turismo’s approach, which is known for its racing simulations that mimic physical-world situations.

Photo: Dior/Amber Grace Dixon

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