Member News

Game on for Manolo Blahnik

The storied British shoemaker has partnered with digital platform Drest to offer users gamified access to the virtual world of Manolo Blahnik in its first 'Drest Quest' – and a very real world prize
5th Feb 2025
Member News Game on for Manolo Blahnik

Gaming is an ever-evolving playground for luxury brands across the world – and one of the first digital platforms on the scene was Drest. Launched in 2019 on IOS by Lucy Yeomans, the former Editor-in-Chief of Harpers Bazaar, Drest sought to recreate the excitement and glamour of the styling and photoshoots of the fashion and beauty industry in a digital, gamified format. Last November, the company relaunched its offering on a new tech platform with new features and capabilities – and Manolo Blahnik is embracing those new capabilities with its first Drest Quest.

Quests involve gamers being presented with a series of editorialised branded challenges, introduced by Yeomans, which are incentivised by giving the ability to unlock exclusive gifted brand products in-game. For Manolo Blahnik's Quest, users start their journey with a branded digital gift, which they are then challenged to create their own looks around using Drest’s Manolo Blahnik selection which includes 18 pairs of shoes, two bags and one branded shopping gift bag.

The brand has also worked with Drest to create as six exclusive hairstyles and five bespoke locations for the activation. From Manolo Blahnik store exteriors and interiors to studios that include signature Manolo Blahnik sketches and polka dots.

Users who take part in the Quest (which runs until Thursday 6th February 2025) and share their looks to their social channels will enter a competition to win up to £950 to spend in-store or online at Manolo Blahnik. 

"Drest combines gaming culture with luxury goods, offering a unique way to engage with a younger more digitally native consumer," says Kristina Blahnik, CEO of Manolo Blahnik. "The app offers a democratic way for users across all age groups to engage with our brand in a new and personalised way. Our hope is that by entering the Manolo Blahnik world in the app, users will create a deeper connection with us and be more likely to join our community in the future across all touchpoints. It is also wonderful to see how different generations, style and interpret our shoes and bags, this always fascinates me."

Kristina Blahnik, CEO, Manolo Blahnik

Ultimately, the goal of Drest has always been to provide a way of giving users unparalleled access to the world of luxury via a unique ‘real-virtual-real’ concept – where digital interaction can result in real world results (such as physical products from brands or money-can't-buy experiences). Other brands to partner with Drest since the relaunch include Versace, former Walpole Brand of Tomorrow Flowerbx, and fellow Walpole member Leica.

"Drest allows users to style and discover Manolo Blahnik shoes from their own home and on the move, wherever they might be in the world," continues Blahnik. "It allows us to connect with new or existing audiences in a different capacity. Some of the styles included in the Manolo Blahnik quest have been in our collections for over 40 years, it is only right they transcend into a digital world where we continue to communicate our rich heritage and brand story."

> Download the Drest app and join the Manolo Blahnik Quest

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