Sustainability Awards Celebration The Green Carpet Fashion Awards have gone high-tech, and not just with the brilliant augmented reality, holograms and other special effects that marked Saturday’s schedule. Eco-Age, the group behind the awards, also partnered with app developer Drest in a collaboration that brought some of his archived looks to the fashion styling game.
The app, which allows users to create luxury designer looks, has developed four new challenges to mark the occasion, Drest founder and CEO Lucy Yeomans told WWD.
Yeomans explained that she and Livia Firth, Creative Director and Co-Founder of Eco-Age, are friends dating back to the premiere’s previous life as a fashion editor, and the new partnership grew out of conversations between the two. .
“We threw 15 sustainable dresses from the Green Carpet archives into our gameplay,” she explained, adding that around ten designers are represented in the group, including Versace, Stella McCartney, Armani, Prada and Vivienne Westwood. .
“We found these amazing dresses – some worn by Livia herself, others by Thandie Newton, Amber Valletta, Cindy Crawford – and some really interesting photos of celebrities and supers. [or supermodels], “she continued.” Players can come in and their requirement to participate in the challenge is to use a Green Carpet challenge piece. Some of our classic in-game backgrounds, some of our classic locations, we’ve been successful in make the red carpets green, we made the streets of New York green.
The challenges of the 24-hour photo shoot began with Thursday’s kickoff, titled “Celebrate 10 Years of the Green Carpet”. They continued on Friday with “A Conscious A-List Decade” and new challenges are launched over the weekend.
Saturday’s in-game event was held in conjunction with the Green Carpet Awards, now in its fourth year, and transformed into a virtual presentation, broadcast virtually at the La Scala opera house in Milan.
The mission of the challenge, titled “Style The Green Carpet!” was this: “Your challenge is to create a look worthy of a green carpet that will have a serious impact, virtually and IRL. Players were asked to choose from a set of archival green carpet dresses to create a look that showed “a design flair with strict sustainability criteria.”
On Sunday, the app will feature “Your Take On Conscious Glamor,” which challenges fashion fans to “create a look that would work beyond the red carpet,” according to the company. Players will be able to choose between Moschino and the Stella McCartney look worn by Cameron Diaz at the Met Gala, and users are encouraged to get creative and even break fashion rules, like pairing dresses with sneakers or a jacket.
Understandably, the looks are focused on women, as 82 percent of Drest’s user base are women. And as an added incentive to play and complete the challenges, they will receive a conscious fashion piece as a gift from one of the labels.
In addition to the Green Initiative, Drest this week also launched a new game mechanic called Renew Unworn. The update basically revamps the appearance of the game’s scores, which previously benefited outfits with all new or unworn items. Now, users have a way to apply previously worn clothing in-game without harming their scores.
“I like that Drest disrupts the traditional business model of fashion based on the production, sale and purchase of clothes. We now have an alternative to buying which is… to play, ”said Firth of Eco-Age. “A lot of consuming is playing with clothes once or twice – then throwing them away – and now we don’t have to buy anymore, just go to Drest and play games with looks. different.”
More people have done just that, especially this year. Since COVID-19 gained worldwide attention, gambling has seen a 50% month-over-month increase in organic installations, according to the company. Globally, it has also tracked an increase in the number of users sharing their creations from the app, with twice as many photo shoot challenges posted on social media.
But, Firth pointed out, the gaming app can be more than a little fun. Drest, which relies primarily but not exclusively on Farfetch for its assets and purchasing transactions, also offers a chance for brands to diversify their business models, especially for those who need to do so quickly in today’s climate.
“Things change so fast and Drest is there at the right time,” she added.