Dior Unveils Inaugural Virtual Capsule For Gran Turismo 7

Combining the thrilling world of racing with the glamour of haute couture, French fashion house Dior collaborates with racing game Gran Turismo 7.

By Corina Tan

Dior x Gran Turismo 7

Artistic Director of Dior Men’s Collection Kim Jones has designed an inaugural virtual capsule collection for the racing game Gran Turismo 7. Combining the thrilling world of racing with the glamour of haute couture, French fashion house Dior creates a range of racing “skins and customised vintage cars exalting the distinctive hallmarks of the house. The designer’s special ground-breaking Dior gear features a yellow and grey racing jumpsuit, matching gloves, reinterpreted Diorizon shoes, and a blue and grey helmet. The items bear Dior Oblique motifs, the CD Diamond initials along with a “Christian Dior Atelier Avenue Montaigne” patch. The race car selected for this virtual collection is a cream-coloured De Tomaso Mangusta, which is an Italian vintage sports car stemming from the late ‘60s and early ‘70s.

Dior x Gran Turismo 7

The inspiration for the project came from the glamorous lifestyle of the 1960s through the 1980s. The number “47” which is displayed prominently on the back of the jumpsuit and hood, is a tribute to the year 1947, when the house’s founder, Christian Dior, held his first fashion show, sealing the success of the House.

“1947 is a very important number for Dior. It is the year that Christian Dior founded The Maison. So whenever we’re doing any sort of project at Dior, we always look directly back into the archives and find a way of connecting it always to Monsieur Dior himself,” said Dior men’s design director, Lucy Beeden in a video shared on Dior’s YouTube channel.

Exclusive to PlayStation 4 and 5 consoles, Gran Turismo 7 is the seventh edition of the long-running racing game franchise in a series created by Japanese Studio Polyphony

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A need for speed: When Dior met Gran Turismo

tainment – the digital Dior assets include a racing suit and customised, cream-coloured De Tomaso Mangusta, an Italian sports car manufactured between 1967 and 1971. 

These in-game items feature the Dior oblique motifs, ‘CD’ diamond initials, and a  “Christian Dior Atelier Avenue Montaigne” patch in a style similar to what you would have seen in the ’60s and ’70s. The cream-coloured sports car exterior features the number “47”, as a tribute to 1947.

The in-game digital avatar skin has been designed by Dior men’s artistic director Kim Jones. It consists of a yellow and grey racing suit, matching gloves, reinterpreted Diorizon shoes, and blue and grey helmet.

From 25 August, Gran Turismo 7 players will be able to apply the new and exclusive racing gear to their driver avatar in the game.

Inspirations for the designs were drawn from the glamourous Dior perfume adverts from the ’60s through the ’80s, which conveyed a luxurious lifestyle. During this era, high-end perfume brands sponsored famous car races, such as the Dakar Rally and the 24 Hours of Le Mans. 

This collaboration is vastly different to when other premium brands have made in-game skins for AAA games or created their own digital games and mini-games on platforms such as Roblox. The high-definition graphics and realistic look of Dior’s racing gear showcase a more elevated style that appeals to a Gran Turismo audience that has a love of luxury sports cars both modern and vintage. 

It might not be Dior’s usual style to design a racing suit and customise a sports car; however, the result is a highly sophisticated ensemble and sports car fit for real-life races. It makes you wonder why it has taken so long for games to take fashion seriously.

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