Dior is revving up for its first digital clothing project. The luxury label has partnered with racing game Gran Turismo 7, one of the longest running franchises in the gaming world, to bring its styles to the virtual world. The digital collection was designed by Kim Jones and will include avatar skins and a customized vintage car.
Designer brands like Gucci, Burberry, and Prada have already paved their way in the metaverse, partnering with Roblox, releasing digital clothing, and offering NFTs. Dior has been more tentative, only testing the virtual waters through a 2021 collaboration with avatar platform Ready Player Me. Its partnership with Gran Turismo 7 (GT7), however, is the racing game’s first with a luxury fashion house.
