Puma has partnered with the world’s first shoppable interactive styling game Drest while launching a new seven-piece capsule collection to mark the occasion.
Drest allows players to adopt the role of a fashion stylist, giving them daily style challenges inspired by real-time fashion news and the latest products from over 160 leading fashion brands.
Players are able to purchase items featured on the app directly from the retailer’s website or through Farfetch.
On February 1 Puma will launch a new seven-piece collaborative capsule collection with footwear designer Tabitha Simmons, and players will need to use the collection to compete challenges in the app throughout the month.
Those who share their visual creations using the hashtag #DrestLovesPumaxTS will have their submissions reviewed by Tabitha Simmons herself and 10 players will win items from the collection.
Later this year Drest is set to introduce a number of top supermodels and influencer as avatars to its app, with virtual hair and make-up designed by fashion and beauty industry experts.