Luxury mobile fashion game DREST has launched 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 for runways and red carpets.

Wood joins DREST as a permanent ‘Hair Color Expert’, working with the game’s in-house avatar artists to bring an unprecedented level of quality and fashion authenticity to the game’s market-leading beauty offering. Wood will lead the colour direction for the luxury styling app, further elevating the range of hairstyles on offer, which have all been reviewed by experts from 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 and COPPER, inspired by Wood’s work with Miu Miu.

Additionally, DREST players will have the opportunity to win real-life prizes when taking part in dedicated hair colour challenges. These include a digital colour consultation with Wood himself and bespoke Josh Wood Hair Color product hampers. This new beauty collaboration follows the launch of DREST BEAUTY MODE in 2021, a hyper-realistic 2D close-up gameplay feature that enables players to showcase their make-up-artistry skills and explore their creativity with cosmetics on DREST’s model avatars. DREST X Josh Wood limited & exclusive Hair Color Expert runs until 30 June.