London – The interactive fashion styling app will allow users to style and create their own content, as well as discover and shop products in a gaming context.

Bringing together content, entertainment and gamification, Drest users assume the role of a fashion stylist and are briefed with creative challenges. Players can cast their own models from a diverse line-up of avatars, and style them with products from over 100 luxury brands, including Gucci and Prada. Afterwards, users can share their creations both in-app and across social media.

‘I wanted to create a democratic and highly inventive new fashion experience that engages the Millennial and Gen Z audiences, as well as delighting and surprising existing fashion lovers and consumers,’ explains Lucy Yeomans, founder and co-CEO.

To achieve this, Drest is partnering with Gucci on a series of challenges that aim to inspire Drest users to interact with an assortment of Gucci products. A partnership with Farfetch also means the app will double as an e-commerce platform, allowing players to style and shop from a bespoke edit of Farfetch inventory.

For more on fashion’s gaming opportunity, read our Gaming Garments Market.

Currently representing about 20% of the total US population, Latinx buying power is surging across the country, according to a new study by Nielsen. The La Oportunidad Latinx report forecasts that Latinx spending in the US could hit $1.9 trillion (£1.5tn, €1.7tn) by 2023 – higher than the GDP of countries like Australia, Spain or Mexico.

While much of this buying power is concentrated in the states that border Latin America, the fastest growth in Hispanic spending is happening in northern states such as Washington and North Dakota. Furthermore, this spend is likely being driven by the youth – Latinx consumers are the youngest ethnic or racial group in the country, with a median age of 28.

To see how young people around the world are spending, and approaching brands, differently to generations before them, explore our Emerging Youth Series.