Dior, the luxury brand leader in multi-channel digital strategy, is strengthening its presence in the metaverse through a high-profile partnership with Gran Turismo 7, a racing game now in its seventh edition and one of the longest-running franchises in gaming. world. The LVMH-owned luxury house is teaming up with Gran Turismo 7 (GT7) to bring Dior designs into the virtual world — the first virtual clothing project for Dior Couture. The partnership was announced today at the Gran Turismo 7 World Series Showdown in Salzburg, Austria, and will be available in-game from August 25th. Kim Jones, artistic director of Dior’s men’s collections, has designed a virtual capsule of skins to adorn avatars in GT7, a game mostly favored by male gamers, along with a custom 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 says. An overwhelming 93 percent of GT’s 3.34 million Gran Turismo fans are male, according to gaming intelligence from Geeiq. The virtual car will be available for purchase with in-game currency at the game’s Legend Cars dealership. Players will be able to try out a yellow and gray tracksuit, matching gloves, Diorizon GT7 shoes and helmet. The designs feature Dior Oblique motifs and a Christian Dior Atelier Avenue Montaigne patch. The number 47 appears on top of the driver and car, referencing Christian Dior’s inaugural fashion show on February 12, 1947. Kazunori Yamauchi, president of game development studio Polyfony Digital, says Dior’s mix of “innovation and nostalgia” aligns with the approach of Gran Turismo, which is known for its racing simulations that mimic natural conditions. Photo: Dior/Amber Grace Dixon
