Kate Moss is Drest's first ever guest avatar

By

Sandra Halliday

Published
Mar 28, 2022

Drest, the fashion-and-beauty-meets-gaming app, has announced a high-profile link-up with supermodel Kate Moss, who’s stepping into its universe for two weeks from March 28.

She’s the styling game’s first guest avatar with players invited to style her using pieces from the supermodel’s collaboration with Parisian fine jewellery house Messika that began back in 2020, together with clothes and accessories from the 250+ luxury brands available within Drest. They include Gucci, Bottega Veneta and Loewe. 

And for the first time, Moss will appear as an App Store icon, replacing Drest’s permanent avatars for the duration of the campaign. The company said the “rare move demonstrates Kate’s unique place in fashion and signals Drest’s first foray into the highly popular ‘Live Events’ gaming arena. 

Players will be able to choose between styling Moss in full-length photoshoots and close-up jewellery challenges, with the collab highlighting the fashion game’s recently launched hyper-realistic close-up mode. This advanced gameplay feature “enables players to explore their creativity and showcase their accessory styling and beauty artistry in greater detail than ever before”. 

And of course, for Moss and Messika, it’s a new way to reach consumers.

Moss said: “The pieces Valérie Messika and I created work well in the game because there are many styling options. Drest will bring the collection to a whole new audience, and I’m excited to see how the players will style me over the next two weeks”.

An added inducement for players to take part is the chance to win a Messika piece.

Drest stylists will use one Messika by Kate Moss piece in each photoshoot, which will be free for all players to use exclusively in Moss’s dedicated styling challenges. One Drest stylist will win a Baby Move pendant in white gold worth £2,630/$3,437. The winning stylist will be chosen by Moss.

Drest also said that the Kate Moss avatar was created by its in-house designers and features five unique hairstyles, designed in consultation with Sam McKnight. A dedicated edit of the game’s hundreds of beauty items has also been made available for the challenges, as well as three exclusive backgrounds – a fashion runway, Cotswolds field and luxury hotel lobby.

Founder and co-chair Lucy Yeomans said she told Moss about her idea for the app when it was in the very early stages of development: “Back then, so many people in the fashion industry thought I was crazy to think the worlds of high-fashion and gaming could align, but not Kate. She got it immediately and loved the concept so we’ve been looking for a project to team up on ever since and her jewellery collaboration with Messika felt like the perfect fit.”