Race Day: Dior Is Joining Fashion’s Digital Push Through a Collaboration With Gran Turismo 7

Dior’s Kim Jones designed a branded jumpsuit and redesigned a vintage Italian car.

Kim Jones, the artistic director of Dior Men, has announced a collaboration with the automotive game Gran Turismo 7. The designer joins Gucci’s Alessandro Michele, Louis Vuitton’s Nicolas Ghesquière, and Burberry, who have designed skins for the games Riders Republic, League of Legends (LoL), and Honor of Kings, respectively. 

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The skin designed by Jones has the playable driver in a yellow and gray overall with matching driving gloves, a set of race-inspired Diorizon sneakers, and a helmet in a blue and gray colorway. 

Of course, the suit is branded by the atelier with the “CD” logo on the upper right—above the brand name at the center. The design also appears on the sleeves. The number “47” is likewise used as a design element, which honors Dior’s first fashion show in 1947. 

Joining in

Jones also designed a matching car, a vintage De Tomaso Mangusta, to match the skin. The collaboration marks the 76-year-old brand’s entrance into the growing virtual space. One of its competitor luxury houses, Gucci, is leading in making a metaverse presence. 

Last March, Gucci advanced its digital push with the NFT project “Gucci Vault.” At the same time, they launched “New Tokyo,” which is a space in the metaverse. 

Banner photo from @Dior on Instagram.

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