Dior and Kim Jones Enter Gran Turismo 7 with Racing Skins

LVMH has chosen Gran Turismo 7 for Dior's first virtual clothing project, designed by Kim Jones. The number 47 on the helmet and De Tomaso Mangusta references February 12, 1947, the date of Christian Dior's first haute couture show. The number 7 alludes to the seventh edition of the long-running video game. Four new skins include a yellow and gray racing suit, gloves, Diorizon sneakers, and a blue and gray helmet, featuring Dior branding and Christian Dior Atelier patches. The vintage De Tomaso Mangusta has a creamy gold body. Skin design for video games has become a key strategy for fashion brands to engage younger consumers, with 93% of GT7's 3.34 million followers being male. Other luxury brands have similar collaborations: Gucci, Louis Vuitton with League of Legends (2019), Prada with Riders Republic (2019), Balenciaga with Fortnite, and Marc Jacobs and Valentino with Animal Crossing. Gran Turismo 7 is available on PlayStation 4 and PS5; the Dior collection will be downloadable from August 25.