Lucy Yeomans is the founder and co-CEO of Drest, a fashion styling mobile app that opens up the exclusive worlds of luxury fashion, beauty and lifestyle to everyone, everywhere. Yeomans began her writing career in Paris, where she was arts editor and then editor of the English language lifestyle monthly, Boulevard. She joined Tatler in 1997 before joining Harpers & Queen as editor-in-chief in 2000. In 2006, Yeomans spearheaded the successful transition of Harpers & Queen to Harper's Bazaar.

In 2012, recognising the changing aspect of the media industry and the importance of ecommerce players, she joined luxury online retailer, Net-a-Porter, where she developed a new content-meets-commerce multi-platform landscape.

In February 2019, Yeomans co-founded Drest, a groundbreaking app merging luxury fashion and technology. Over five years, Drest worked with luxury fashion and beauty brands such as Gucci, NARS, Prada, and Cartier, and featured supermodels such as Natalia Vodianova, Precious Lee and Kate Moss.

Drest revolutionises access to luxury through its unique real-virtual-real concept. Users create digital looks inspired by real-world fashion events, working with products from over 260 designer collections, diverse model avatars and photoshoot locations. By merging gaming interactivity with publishing curation, Drest provides an unparalleled platform for discovery and engagement with brands like Alaïa, Bottega Veneta, Burberry, Fendi, Jacquemus, Loewe, Manolo Blahnik and Miu Miu.