Dior collaborates with 'Gran Turismo 7' in first virtual fashion project
Who knew fashion and video games could go hand in hand?
On Sunday, July 31, Dior announced their partnership with PlayStation’s racing game Gran Turismo 7 to develop exclusive skins and a car that were inspired by the French luxury fashion brand’s advertisements of Dior Parfum from the 60’s to the 80’s. This is the first virtual fashion project for Dior Couture.
We are happy to announce our new collaboration with @PlayStation for @TheGranTurismo 7. A virtual capsule designed by Kim Jones takes the hallmarks of racing with the icons of the House to create ground-breaking skins and a customized vintage car, the De Tomaso Mangusta.#DiorGT7
— Dior (@Dior) July 30, 2022
With the vision of Dior’s menswear artistic director Kim Jones, a virtual capsule consisting of suave racing suit, helmet, gloves, and shoes were introduced in the game.
In a showcase posted by Dior on Instagram, an avatar from GT7 dons a yellow and gray race suit, bearing the subtle sponsoring of the classic CD diamond logo and the Christian Dior Atelier Avenue Montaigne logo.
Alongside the tonal Dior oblique pattern on the outfit stood out the number 47 which paid tribute to the year 1947 when Dior was founded. The number also appears on the gloves, complemented by the reworked look of the Diorizon shoes.
Meanwhile, the iconic De Tomaso Mangusta, first built in 1967 by Italian automotive designer Giorgetto Giugiaro, was also introduced with a customized cream-colored paintwork featuring the number 47 on the hood. With an understated design, the vintage car is seen complementing the outfit of the race car driver.
Players may explore the new racing set on August 25, exclusively on PlayStation.
Check out how Dior gathered their inspirations and worked on their designs for GT7 below.