DREST is an interactive fashion styling platform with gamification, entertainment and content at it's core.
Brands think that digital fashion — which appears only in images or videos — can potentially increase online engagement by mobile-first shoppers.
For customers, digital fashion offers a fun way to experiment with clothing and share looks on social media.
Drest founder Lucy Yeomans: "gaming and fashion are synergistic. “They’re both all about entering a fantastical universe, assuming a personality, and using pieces, whether it’s a potion or a Chanel jacket, to make you invisible—or invincible.”
— In a joint effort with the branding agency Apropos London, E J J I developed and produced the sound for the launch campaign.
Developing the sound
We teamed up with visual artist Mat Maitland and London based branding agency Apropos to develop the brand lauch.
We were inspired by how fashion is evolving today. Anything goes and the freedom is liberating.
We developed a sound-experience that was based on the inspiring line: The fragmented world of the connected individual...
The overall audio-experience is modern and cutting edge. — It reflects the diversity and eclecticism of fashion nowadays, and is in line with the way we live and interact online.