Dior is now creating skins for Gran Turismo 7

The luxury brand is getting into video games to add a touch of class

Dior has not hesitated to put its foot on the accelerator for its first digital clothing project. The luxury label has joined forces with the racing game, Gran Turismo 7 (GT7), one of the oldest franchises in the world of video games. The intention of this partnership is to bring its styles to the virtual world. The digital skins collection was designed by Kim Jones and made avatar masks and a custom vintage car.

Designer brands such as Gucci, Burberry and Prada have already dipped their toes in the metaverse world, partnering with Roblox, launching digital apparel and offering NFTs. Dior, for its part, seems to have been more tentative, only testing the virtual waters through a 2021 collaboration with avatar platform Ready Player Me. Its partnership with GT7, however, is the racing game’s first with a luxury fashion house.

“This dialogue between Dior and the world of video games is a renewed invitation to push back the boundaries of creativity and imagination,” Jones said in a press release. His designs, both on the collection’s clothing and custom cars, showcase this luxe look. Americas Cardroom fans have likely never seen such refined and luxurious racing.

Inside GT7, players have the opportunity to try on a yellow and gray jumpsuit, matching gloves, and Diorizon shoes rendered for the video game. Each piece features Dior’s Oblique brand monogram and a Christian Dior Atelier Avenue Montaigne patch. In contrast to the bright yellow jumpsuit, the vehicle features a pastel yellow palette accented by light gray stripes. The “Dior” branding decorates the side of the car.