Fashion game Drest relaunches shopping app after hiatus

Drest — the mobile fashion game inspired by the life of a fashion editor, launched by Lucy Yeomans in 2019 — is back after a six-month hiatus. It has a new co-CEO Daniel Svärd and a new focus on storytelling and socialisation as it aims to scale the concept of realistic-looking, magazine-like fashion styling challenges to a broader audience. Its new mission is “exclusive for all”, and the concept, says co-CEO Yeomans, the former top editor of Porter magazine and Harper’s Bazaar UK, is to democratise luxury fashion.

Drest’s gameplay is still centred on the concept of dressing life-like models in realistic-looking clothes through styling challenges set in global photoshoot locations. There are nine avatar models currently available that come in at least three different body types for each, with more planned. It’s free to play, but people can pay to upgrade with additional styles and uses of items. As people play, they can also advance to different job titles, borrowed from fashion magazine mastheads, from intern to junior fashion editor and so on. People can also now enter challenges more than once, and see results in three hours, rather than the original 24 hours.