Josh Wood collaborates with mobile game DREST

Luxury mobile fashion game DREST has unveiled an exclusive collaboration with global hair colour expert Josh Wood.

Joining DREST as a permanent ‘Hair Colour Consultant’, Wood has worked with the game’s in-house avatar artists to bring quality and fashion authenticity to the game.

Wood will lead colour direction for the app, hoping to enhance the range of hairstyles on offer. The styles have been reviewed by the Fashion Minority Alliance to ensure all hair types are accurately represented.

The partnership launches with three new and exclusive colourful hair looks:

• Cherry Pop, inspired by Wood’s work with Miu Miu.
• Pink Quartz, inspired by Wood’s work with Marc Jacobs.
• Copper, inspired by Wood’s work with Miu Miu.

DREST players will also have the opportunity to win real-life prizes through dedicated hair colour challenges. The prizes include 30-minute colour consultations with Wood, Josh Wood Hair Colour product hampers and giftcards.

The collaboration follows the launch of DREST Beauty Mode in 2021, a hyper-realistic 2D close-up gameplay feature that allows players to showcase their makeup skills and explore their creativity with cosmetics on DREST’s avatars.

Commenting on the partnership, DREST said: "We’re so excited to launch an exclusive beauty collaboration with global hair colour expert Josh Wood - one of the beauty and fashion industry’s most in-demand artists. Wood is called upon by celebrities and designers including Prada, Marc Jacobs and Alexander McQueen to curate standout high-fashion colour looks. It makes sense then, that we would enlist the superstar colourist to create three standout, high-fashion hair colours for our community."

DREST x Josh Wood will run until 30 June 2022.