DREST, the mobile gaming company that opens up the often exclusive worlds of luxury fashion, beauty and lifestyle to everyone, everywhere, announces that it raised £15M of funding to continue the genre defining development of its new product proposition, DREST Game 2.0. 

The funding reinforces DREST’s status as the premium fashion gaming experience, allowing the company to build on its strong momentum. Since its launch in 2019, DREST has recorded 250% year-on-year user growth, raised £30 million, and works directly with over 260 brands including Breitling, Cartier, Christian Louboutin, Fendi, Gucci, Prada and Valentino. 

The investment comes at a time when mobile gaming revenues reached $92.2billion in 2022, accounting for 50% of the $184.4billion global gaming market revenues. It is estimated that the global gaming market will be worth $221billion by 2025 (source: NewZoo). 

DREST merges the creative worlds of luxury fashion, beauty and lifestyle with the endless possibilities of the metaverse, offering players the chance to exhibit and improve their styling talent using the latest luxury fashion and beauty collections to style hyper-realistic avatars. Through its in-game challenges, DREST is a platform for user-generated content, with the digital fashion assortment provided by FARFETCH as well as brands directly, allowing players to easily discover, style and shop the latest collections. DREST combines gamification with brand marketing and partnership opportunities, enabling its stakeholders to access and interact with new and highly-engaged audiences.

The investment round was agreed with the family office of DREST Co-Founder and Co-Chair Graham Edwards. Mr. Edwards understood the potential of DREST from its early ideation with fellow Founder and Co-Chair Lucy Yeomans, previously Global Content Director for NET-A-PORTER and Editor-in-Chief of Harper’s Bazaar UK for 12 years. As Co-Chair of DREST, Mr. Edwards brings a wealth of knowledge and expertise from the investment and technology sectors, as well as strategic commercial acumen to support the growth and international expansion of DREST. 

Graham Edwards said: “We’re delighted to be able to support Lucy in her quest to bring the merged worlds of gaming and fashion to an excitingly large global audience.” 

Lisa Bridgett, CEO DREST says: “We are thrilled to have secured investment to help usscale DREST, especially in such a tough market. This is testament to the strength of our product delivery and pipeline of ideas. We are now ready to take the business to the next level, and offer a new one-of-a-kind experience to our users while maintaining the core elements of the game. There is an undeniable interest in gaming from the luxury fashion and lifestyle industries and we are very well positioned to cater to this increasing demand. We very much look forward to the next chapter.” 

This capital will enable DREST’s evolution across gaming, media, data and ecommerce, as the company prepares to roll-out globally a highly improved, metaverse-enabled version of its current product, which will include a series of new features, with the aim to become the leading creative platform for fashion, entertainment and lifestyle gamification. Further plans include scaling DREST through the developer ecosystem, marketing channels and strategic revenue streams as well as building on the user base growth experienced by the platform. Additional games within the web3 and lifestyle space are being explored and will enter into a Research & Development phase over the next 18 months. 

The news follows the recent appointment of gaming and web3 expert Henri Holm as Chief Financial Officer who has previously worked with privately funded, venture capital-funded, and publicly listed companies, driving finance, business development and digital strategy creation. 

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drest.com 

For press inquiries, please contact: 

Michalis Zodiatis, Head of Communications 

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ABOUT DREST 

DREST is a gaming company that merges the creative worlds of luxury, beauty and lifestyle with the infinite possibilities of the metaverse. The company and its namesake first game were founded in 2019 by Lucy Yeomans, the award-winning former editor-in-chief of PORTER, NET-A-PORTER.COM and HARPER’S BAZAAR UK, with the ambition to open up the exciting world of gaming to the luxury fashion industry and provide everyone everywhere with the opportunity to play. 

Holding the elements of metaverse at its core and taking exclusive real-world events to offer players the chance to improve and exhibit their styling talent using the latest luxury fashion and beauty collections, DREST is the ultimate fashion playground, a unique space where brands, entertainment platforms and talent can connect with audiences keen to discover, experience and be part of a creative community. DREST combines gamification, advertising, e-commerce and data strategy opportunities and provides a fantastic platform for user-generated content through its styling challenges. 

Featuring and working with over 250 luxury brands including Gucci, Bottega Veneta, Prada, Off-White, Loewe, Valentino, Cartier, Burberry and Fendi, DREST’s digital fashion assortment is provided by both FARFETCH and brands directly, enabling users to easily discover and shop the latest collections. 

In 2020 DREST introduced some of the most forward-thinking runway names as Supermodel avatars. As well as being digital fashion innovators, Natalia Vodianova, Precious Lee, Irina Shayk, Imaan Hammam and Candice Huffine are all advocates for vital charities and movements; as part of their partnership with DREST, the company has pledged to match 50% of the revenue earned in game by the Supermodels as charitable donations. 

In 2021, DREST launched BEAUTY MODE with Gucci Beauty and NARS, a new hyper-realistic 2-D close-up gameplay feature that enables players to showcase their make-up-artistry skills and explore their creativity with cosmetics on DREST’S model avatars. Since then, the company has collaborated with beauty industry heavyweights such as Mary Greenwell, Sam McKnight, Josh Wood, Lisa Eldridge and Jo Baker. 

Later that year, JEWELRY MODE was introduced in collaboration with Cartier – a detailed and enhanced gameplay feature that enables DREST players to style jewelry and watches close-up in 2D on the game’s hyper-realistic model avatars. 

In 2022, in a travel-industry first, DREST partnered with the Oetker Collection, the hospitality group behind Masterpiece Hotels including Hotel du Cap-Eden-Roc, The Lanesborough, Le Bristol Paris and Eden Rock – St Barths, amongst others, to allow players to use iconic hotel locations as backdrops for their virtual fashion shoots. 

DREST is available for download on The App Store. 

ABOUT LUCY YEOMANS 

Lucy Yeomans is the Founder, Co-Chair and Chief Brand & Product Officer of DREST. DREST provides new ways for consumers and brands to engage and connect. It currently features over 300 of the world’s leading luxury brands including Gucci, Prada, Loewe, Off-White, Valentino, Fendi and Burberry. Committed to using digital for good, DREST builds purpose into gamification and affects change by supporting a number of charitable causes. Lucy previously was Global Content Director at Net-a-Porter, as well as Editor-in-Chief at Porter magazine. Prior to that, she was Editor-in-Chief of Harper’s Bazaar UK. 

ABOUT LISA BRIDGETT 

Lisa Bridgett is the Chief Executive Officer of DREST. Bridgett joined the company in 2019 as Chief Marketing & Commercial Officer and one year later took on the role of Chief Operating Officer. With two decades of experience in luxury retail, digital and technology businesses, Bridgett’s expertise lies in managing the complexity of such platforms and growing them to scale. Previously COO at The Modist, as well as Global Director of Sales & Marketing at NET-A-PORTER, Lisa also held senior leadership roles at Ralph Lauren, EMI Music & Virgin Records and started her career at Accenture and The Walt Disney Company.