Vogue Business’s evening celebration on 10 May focused on fashion’s future with technology. On the eve of the Technology Forum, Drest creator Lucy Yeomans and senior innovation reporter Maghan McDowell discussed technology, gaming, and luxury clothes.
London’s 1 Warwick Members’ House hosted fashion, technology, sustainability, and investment visitors. These include executives from Yoox Net-a-Porter, Burberry, Harrods, Google, TikTok, and UK startups Threads Styling, Geeiq, and the Fashion Innovation Agency.
On the eve of the Technology Forum, Drest creator Lucy Yeomans spoke with Vogue Business Members about fashion’s future.
Yeomans discussed how her background as a magazine editor shaped her strategy, particularly her move from traditional magazine editor to Porter editor, which gave a new way to engage with content and shop. In 2019, Yeomons released Drest, a premium fashion gaming app inspired by magazine photoshoot narrative. She was an industry pioneer before concepts like “metaverse” became widespread.
After years of experimenting, Drest has launched collaborations with Gucci and Cartier, a style competition with Kate Moss, and a digital makeover. Yeomans said gamers may style a look for 17 minutes and click out to buy the actual version.
Yeomans also gave a sneak peek at Drest’s upcoming relaunch following testing in restricted territories. New features include enhanced fidelity, personalised avatars that players can shape, increased socialization, and live virtual events modeled after Yeomans’ fantastical editorial trips with brands hosting shows and events worldwide.
The event celebrated the inauguration of the Vogue Business Technology Forum, a Member-only virtual conference on fashion and technology. This season’s conference features Syky founder and CEO Alice Delahunt, Coach global CMO and North America president Sandeep Seth, BVX and D-Cave CEO and OTB Group board member Stefano Rosso, Farfetch senior director of product innovation Carol Hilsum, and Geeiq co-founder and CEO Charles Hambro, who attended the Vogue Business live reception.