Fashion styling mobile game Drest has named Alex Holder as vice president of brand partnerships to drive global commercial growth. Holder, whose career has merged gaming, technology and luxury fashion, joins Drest from data and insights platform GEEIQ, where he most recently served as commercial director, supporting global organisations to...
6 Mar 2025
Luxury mobile game Drest has announced that chief executive Lisa Bridgett has stepped down from her role citing “personal reasons,” and founder and co-chair Lucy Yeomans will re-take the CEO reins. In a statement, Drest said that Yeomans and board co-chair Graham Edwards work with an executive search firm to recruit a new permanent CEO. Yeomans...
17 Sept 2023
Luxury styling mobile game Drest has teamed up with Copenhagen Fashion Week (CPHFW) to spotlight Nordic brands and designers showcasing at the bi-annual event. The collaboration features a series of in-game challenges on Drest highlighting brands and designers taking part in CPHFW, which runs from August 7 to 11, including Ganni, Stine Goya, and...
7 Aug 2023
Drest, the luxury mobile fashion, beauty and lifestyle game, has secured 15 million pounds in funding to continue developing its new product proposition, Drest 2.0. The investment round agreed with the family office of Drest co-founder and co-chair Graham Edwards, a well-known UK property entrepreneur, builds on the mobile gaming company’s...
22 Jun 2023
Luxury mobile fashion, beauty and lifestyle game Drest is partnering with digital-first beauty brand Bakeup to introduce its “most playful looks" into its Beauty Mode gameplay. Bakeup, founded by British celebrity makeup artist Jo Baker and LA-based musician Grace Gaustad, has worked with Drest to create seven looks that will be available in the...
16 May 2023
Luxury mobile fashion, beauty and lifestyle game Drest has named Henri Holm as its new chief financial officer as the company prepares for its next phase of worldwide expansion. Holm will join Drest’s executive team and will drive strategic choices as the mobile game aims to deliver “the second evolution of its core gaming product” as it pushes...
23 Jan 2023
Luxury mobile fashion game Drest has announced an exclusive beauty collaboration with global hair colour expert Josh Wood to lead all hair colour direction within the styling app. As part of the partnership, Wood will be Drest’s permanent hair colour expert, working with the game’s in-house avatar team to bring “a new level of fashion...
9 Jun 2022
Lisa Bridgett has been named the new CEO of luxury fashion styling game Drest as founder Lucy Yeomans begins a new position. Yeomans, who launched Drest in 2019, is becoming co-chair, and will also step into the role of chief brand and product officer, where she will spearhead Drest’s strategic product, partnerships, brand and creative...
11 Feb 2022
Italian fashion house Valentino had partnered with luxury fashion game Drest, bringing the label’s newest party collection to the gaming world. An exclusive Valentino photoshoot launched through the app, allowing players to style an in-game avatar to their own tastes. A brief from the fashion house asked users to create a party look using its...
9 Dec 2021
Luxury styling game Drest is continuing to expand its gaming world with a new beauty mode with an exclusive partnership with Gucci Beauty. The luxury styling app fuses high fashion with editorial content, online shopping, gameplay and entertainment. It allows players to adopt the role of a fashion stylist and conduct daily styling challenges...
4 Oct 2021
The world’s first interactive luxury styling game, Drest has announced that it will feature five supermodels Natalia Vodianova, Precious Lee, Irina Shayk, Imaan Hammam and Candice Huffine as hyper-realistic avatars from December 1. Drest, founded by Lucy Yeomans, the former editor-in-chief of Harper’s Bazaar UK, is a luxury real-virtual-real...
1 Dec 2020
Footwear labels Puma and Tabitha Simmons are teaming up for a new collaboration, which will be featured on Drest for February. Drest is a world’s first shoppable and interactive styling game for luxury fashion. The collaboration, Puma x Tabith Simmons will be shown on Drest within two still lifes and one photoshoot challenge, which inspires...
4 Feb 2020