Kate Moss now has an official metaverse avatar, appearing in Drest, the mobile fashion game created by Lucy Yeomans, the former editor-in-chief of Net-à-Porter and Harper’s Bazaar UK.
The virtual Kate Moss will appear for the next two weeks, and players are invited to dress her using clothing and accessories from the game.
There are over 250 luxury brands present on the platform, including Gucci, Burberry, Versace, Prada, Stella McCartney, and Chloé. There are also pieces from Moss’s collaboration with Messika, the fine jewellery brand. There are also make-up items, as well as five unique hairstyles designed in consultation with hairstylist Sam McKnight. Three exclusive shoot backgrounds (runway, a Cotswolds field, and luxury hotel lobby) are available.
Players can use Messika pieces for free in every Kate challenge. Moss will choose one winner who will receive a Baby Move pendant in white gold worth £2,630 (US$3,437).
Moss follows in the footsteps of Irina Shayk, Imaan Hammam, Natalia Vodianova, Precious Lee and Candice Huffine, who have already appeared in digital form on the game.
Moss said, ‘It was incredible to see the avatar Drest has made of me, and I enjoyed being involved in the creative process, just as I did when designing my high jewellery collection for Messika. I’m excited to see how the players will style me over the next two weeks. My tip? You can never wear too many diamonds!’
Yeomans said, ‘I told Kate about Drest in the very early stages of development. Back then, so many people in the fashion industry thought I was crazy to think the worlds of high-fashion and gaming could align, but not Kate. She got it immediately and loved the concept. Kate is a truly global fashion icon, so to have her make her first in-game avatar appearance in the Drest metaverse is incredibly exciting.’