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The future of technology’s role in shaping fashion, currently top of mind for the industry, was the topic of discussion at Vogue Business’s evening reception on 10 May. Drest founder Lucy Yeomans joined senior innovation editor Maghan McDowell in conversation on the eve of the Technology Forum to discuss technology, gaming and luxury fashion.
The event, held at 1 Warwick Members’ House in London, invited guests from across fashion, technology, sustainability and the investment community. These include executives from fashion companies including Yoox Net-a-Porter, Burberry and Harrods; tech giants Google and TikTok; and UK startups such as Threads Styling, Geeiq and the Fashion Innovation Agency.
During the event, Yeomans shared how her career as a magazine editor informed her strategy, especially her transition from traditional magazine editor to the editor of Porter, which offered a new method of engaging with content and shopping. When Yeomons launched luxury fashion gaming app Drest in 2019, she was particularly inspired by the experience of storytelling that goes into crafting magazine photoshoots, she said, and designed a gameplay that mimics this experience for users. She was also an early mover in the industry, as terms such as the “metaverse” had yet to become mainstream.
After years of experimentation, Drest has introduced partnerships with brands including Gucci and Cartier, and a styling competition with supermodel Kate Moss, all while undergoing a tech overhaul. Yeomans described that when styling a look, players can interact with digital items for as long as 17 minutes, and are able to click out to buy the physical version as well.
Yeomans also shared an early glimpse into the future of Drest, which is preparing for a relaunch in the coming year after testing in limited regions. New capabilities will include enhanced fidelity; personalised avatars (who players can shape in their own image); increased socialisation while in gameplay; and live virtual events that are modelled after the types of fantastical editorial trips that Yeomans experienced with brands hosting shows and events worldwide.
The event was an opportunity to celebrate the launch of the annual Vogue Business Technology Forum conference, a Member-only, virtual event covering the future of fashion and technology. Speakers at this season’s conference include Syky founder and CEO Alice Delahunt; Coach global CMO and North America president Sandeep Seth; BVX and D-Cave CEO and OTB Group board member Stefano Rosso; Farfetch senior director of product innovation Carol Hilsum and Geeiq co-founder and CEO Charles Hambro, who was in attendance at the Vogue Business live reception.
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