Sustainability awards celebration Green Carpet Fashion Awards has gone hi-tech, and not just with the high-gloss augmented reality, holograms and other special effects that marked Saturday’s program. Eco-Age, the group behind the awards, also partnered with app developer Drest on a collaboration that brought some of its archived looks to the fashion styling game.
The app, which allows users to style looks from luxury designers, developed four new challenges to mark the occasion, Lucy Yeomans, Drest founder and chief executive officer, told WWD.
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Yeomans explained that she and Livia Firth, Eco-Age’s creative director and co-founder, are friends going back to the former’s previous life as a fashion editor, and the new partnership was birthed from conversations between the pair.
“We launched 15 sustainable gowns from the Green Carpet archives, into our gameplay,” she explained, adding that some 10 designers are represented in the group, including Versace, Stella McCartney, Armani, Prada and Vivienne Westwood.
“We found these amazing gowns — some worn by Livia herself, others by Thandie Newton, Amber Valletta, Cindy Crawford — and really interesting pictures of celebrities and supers [or supermodels],” she continued. “Players can come in, and their requirement to enter the challenge is to use a Source…