The world’s first interactive luxury styling app Drest, has now expanded into beauty. And the new features it offers is thanks to British Beauty Council Advisory Board Member and make-up artist Mary Greenwell.
Founded by Lucy Yeomans, the former Net-a-Porter magazine Editor-in-chief, Drest enables users to purchase real-life versions of the looks via online retail platform Farfetch. The partnership has led to Mary curating a selection of makeup looks for the app’s avatars. Now, not only will users be able choose from real-life looks from brands such as Gucci, but they will also be able to virtually apply cosmetics such as eye liner and eye shadow (with the options of subtle, cut-crease or blended) or blusher. There is also the option to follow along with in-feed tutorials led by Mary herself.
Mary told Walpole:
“I am overjoyed to have collaborated with Lucy and the DREST team – the app is such a brilliant concept, it’s so much fun to be able to switch out eyeliner in a flash, or put more lashes on and change lip colour in a heartbeat. This virtual journey has been unforgettable; I love beauty, that’s what I really love in makeup, so I focused on making the end image beautiful – imagining all of the incredible, endless ways that looks can come alive. I considered each avatar’s unique facial features and skin tone and developed makeup options that I hope everyone will feel excited to discover and experiment with.” – Mary Greenwell, makeup artist.
The partnership is the app’s first of several beauty collaborations planned for the year, which will include leading beauty brands from around the globe. The world of AR and AI is steadily growing in both the fashion and beauty communities. The ability to play with styling and makeup virtually not only satisfies creativity, but provides escapism, and a reality that is not always achievable in the real world. As we now face trialling times socially and economically, the appetite for this is only set to rise.