Luxury fashion is stepping into the digital spotlight in a whole new way, and Drest is leading the charge in creating entirely new ways for consumers to engage with luxury brands. Drest, the London-based fashion styling mobile app, is changing how we experience high-end fashion by merging the excitement of gaming with the allure of luxury design.
The Gaming Revolution in Fashion
Drest represents what many consider “the fashion experience of the future”, offering users the opportunity to “Play, Style, Impress with #DREST.” This innovative platform brings together gaming and luxury fashion, creating an immersive experience that allows fashion enthusiasts to engage with prestigious brands in entirely new ways.
The app’s core proposition is simple yet innovative: it allows users to play stylist while showcasing their fashion expertise in a fun and engaging environment. By featuring curated collections from luxury designers, Drest enables users to mix and match items to create custom looks that reflect their personal style, whether they’re designing outfits for virtual photoshoots or styling celebrity characters.
Substantial Investment Fuels Growth
The company’s vision has attracted significant financial backing, with Drest securing funding to upgrade its beauty and fashion styling app. This investment reflects strong confidence in the platform’s potential to reshape how consumers interact with luxury fashion brands.
Lucy Yeomans, Founder & co-CEO of DREST, said:
“In the last two years we have cemented our position as the ultimate luxury fashion styling game, delivering growth on our user base by 250 percent year-on-year and expanded our list of brands working with the game to over 250. With our recent round of investment, some exciting new hires and the development of an augmented version of the game which will launch next year, I am excited about the future of the company and have full confidence in our executive board and Leadership Team to deliver the next phase of the Drest strategy.”
Lisa Bridgett, CEO of DREST, said:
“As we grew and developed, we brought into the business new technology and gaming expertise and decided we needed to replatform Drest on a new back-end game engine with increased capabilities.”
Impressive Brand Portfolio and User Growth
Since launching, Drest has reported significant user growth and now partners with more than 260 luxury fashion and beauty brands, including industry giants like Gucci, NARS, and Lisa Eldridge. This extensive brand roster positions Drest as a major player in the luxury fashion gaming space.
The company’s expansion strategy reaches beyond traditional fashion boundaries. Lucy Yeomans, Founder and Co-Chairman of DREST, said:
“We have reached an exciting moment in DREST’s trajectory and, as is necessary for all start-ups at this stage, we are setting up all elements of our business for long-term success.
Smart leaders and founders play to their strengths, which for me involves taking ownership of our product, brand, and partnerships in a deeper and more focused way. When it came to appointing our CEO, Lisa was the natural choice. She is an inspiring and impressive global business leader, having achieved success with her dynamic digital competence across the industries of music, fashion, and gaming.
I’m especially proud of the fact that, in an industry where women make up the majority of the market (62% of the mobile games players are female) and yet 84% of all executive positions are held by men, DREST has two women at the helm. We’re challenging the status quo and, hopefully, setting a trend!”
Community-Driven Fashion Experience
What sets Drest apart from traditional fashion apps is its emphasis on community engagement and creativity. The platform blends fashion and technology, offering users a space where they can explore exclusive brand partnerships and participate in virtual runway shows. Users can showcase their styled looks and share them with a community of fashion enthusiasts, gaining both inspiration and recognition.
The app functions as more than just a fashion game—it’s positioned as a creative playground where users can explore the boundaries of their fashion imagination. This approach appeals to younger demographics who seek interactive and participatory experiences rather than passive consumption.
The Broader Industry Context
The success of Drest reflects broader trends in the fashion industry. Gen Z consumers are recognized for prioritizing fashion and digital experiences, with a strong preference for engaging with brands through mobile platforms and interactive content. This demographic is highly receptive to fashion-related mobile gaming and digital innovations, making them a key target audience for fashion technology platforms.
Looking Forward
Drest’s evolution signals a fundamental shift in how luxury brands can engage with consumers. The platform shows that fashion’s future is interactive, dynamic, and community-driven. Rather than simply playing with clothes, users become part of an immersive experience where they can express themselves, stay ahead of trends, and gain insights into the fashion world from completely new perspectives.
With its metaverse-enabled upgrades and partnerships with major fashion events, Drest is pioneering campaigns that blend virtual engagement with real-world rewards. For example, a recent collaboration with Manolo Blahnik saw millions of virtual shoes tried on in-app, with one player winning a physical pair.
As the platform continues to grow with new features and partnerships, it’s establishing itself as a cornerstone of fashion’s digital future.
