Lucy Yeomans Discusses Her Luxury Fashion Styling App, Drest

Lucy Yeomans has a wealth of experience in the world of luxury fashion and is the founder of DREST.


It is a mobile gaming app that allows players to dress up and shop in real-time. Lucy shared her thoughts on DREST.

DREST combines the worlds of luxury fashion, beauty and lifestyle with the infinite possibilities of the metaverse. Combining a highly engaging gaming experience with real-time fashion and cultural news and a uniquely creative way to discover and interact with the latest luxury collections is what DREST is. Everyone can become part of the exclusive world of fashion and beauty because of it.

Everything in DREST is real fashion. TV show players' styles look for everything from fashion to travel destinations. 

Players respond to real-world challenges with virtual photoshoots. They are tasked with styling looks using the latest clothing, accessories, jewelry, and beauty collections from the world's top luxury fashion brands. Natalia Vodianova, Precious Lee, Irina Shayk, Candice Huffine, and Imaan Hammam are just a few of the hyper-realistic models that players can choose from. A star rating that will enable the player to level up, progress within the game and earn luxury rewards is the result of a player finishing their look in the game.

Everything in DREST is real. TV show players' styles look for everything from fashion to travel destinations. The link to real life is an important part of the experience, as the way audiences consume news and content has changed, and DREST is at the forefront of the transformation. Two-thirds of the younger generation said they would give up their social media apps and TV shows in favor of gaming.

As a product, Drest is constantly evolving and we are constantly adding new concepts to the game. The Oetker Collection gave our players access to famous hotels such as Le Bristol in Paris and theEden Roc in St Barths. We have collaborated with a number of brands, including Gucci, Prada, and Christian Louboutin, to name a few. We can't wait to share our exciting fashion, beauty and entertainment projects with our community.


Everyone is included in the world of luxury fashion and beauty.

I always wanted to create inspiring content that people could connect to. The fashion industry has a small group of people who decide what is good and what is bad, and then relay this to their waiting audience. Some of the content seemed to serve the industry, instead of putting the reader or user first. The rise of social media challenged this, but even then, fashion content was dictated and created by a relative few and remained unavailable for many people who didn't look a certain way or had the financial means to buy luxury items to feature in their posts.

Twelve years ago, I became enamored with the gaming world and found the experience very compelling. Both fashion and gaming are deeply creative industries and experiences, with stories, fantasy and self-expression at their heart. The interactive nature of certain games allowed their players to be a part of the story.

Many brands, particularly in the luxury space, were facing a challenge about how to engage and communicate with the next generation of consumers, who demanded a more augmented content experience, also seeking to be a part of the conversation.

I believed that by combining the interactive and immersive elements and mechanisms of gaming with the narratives and creative experiences from the real worlds of fashion and beauty, there was an opportunity to create an innovative experience that would enable audiences to step into the fashion world. It is exciting to be a co-architect of fashion's metaverse-enabled future as we see this desire for connection and participation manifest in Web3


To open up the luxury fashion industry to all lovers of style is what the DREST mission is all about. The majority of females between the ages of 18 and 29 with a high interest in fashion and beauty thrive on this experience. The variety of ways people from all over the world approach and style the same challenges makes playing DREST a deeply individual experience.

It has been amazing to see the positive engagement rates in the game. It's unusual for a mobile app to average over 20 minutes per session. This intense focus and engagement from our players enable us to deliver fantastic insight for the brands who partner with us in the game: in addition to featuring the top brands in the day-to-day game, we also run special sponsored challenges and content campaigns to support either a new product launch or Helping brands understand how a new product might be received in different parts of the world via virtual testing is very exciting to me.

It can be difficult to bring together the worlds of fashion and gaming, but it is exciting when it works.


We wanted to make sure that we brought together the best talent from both the gaming and fashion industries to create a unique product. There have been huge learnings on both sides of bringing these two skill sets together. DREST requires a growth mindset in order to work.

It is very difficult to make sure that everything is correct from a luxury perspective, as I have seen other gaming companies try to move into the fashion space. When we start work on a new feature or design, we ask ourselves if it works from both a gaming and a fashion perspective, because we want to know if it works. Everyone gets very excited when we solve a problem that started with very different points of view.

The gaming and fashion industries have very different cultures and working styles, but that doesn't mean they can't work together for innovation and creativity.

There are big fashion changes coming.

Tech development is another aspect that makes gaming exciting. We used to create an app that would stay the same for months or even years, with the only regular updates being the content inside it. New features are constantly being introduced, tested and iterated on in gaming.

DREST is moving onto a new platform next year and we are excited about it. There will be a lot of exciting new features in DREST and it will be available on both mobile devices.

A new look and feel, animation, the ability to personalize avatars, and a raft of compelling new social features are some of the highlights of the new DREST. We hope that the new features will help us create the most inspired, highly engaged and powerful global community of fashion lovers and creatives.