Covet Fashion, an interactive app that allows users to style models, is partnering up with rising actress Emma Roberts, who will allow her likeness to be used as an avatar in the game. Roberts will be the first “Covet Host,” and since assuming the title her avatar has become the top choice among players, surpassing fashion queen Kim Kardashian in the process. Covet Fashion is currently one of the most popular mobile games.
Covet Fashion digitizes the latest trends and collections from more than 160 brands. The app has 3 million users who style models in clothing that actually exists. Covet’s partnership with Roberts is their first celebrity collaboration, though the app’s creators regularly work with fashion designers to translate their fashions into the virtual world.
“For me, fashion fuels confidence but also is a true form of self-expression,” Roberts said. “I’m excited to be the source of inspiration and can’t wait to see how users dress me.”
As of May, Covet Fashion numbered among the fastest-growing mobile apps, according to Blair Ethington, senior vice president of brands and marketing for the app. “It’s important for fashion designers to be in front of their customers through every step of the purchasing journey,” Ethington said. The app was launched in July of 2013, a collaboration between social gaming company Crowdstar and designer and stylist Rachel Zoe.
For Covet Fashion, the young actress seemed a natural choice to include in the game. “She has quickly become a respected style icon, while maintaining a very relatable and empowering approach to fashion that we love,” Ethington added.
Covet Fashion is centered on daily style events and challenges that users can enter and win. Challenges include creating looks for a Hamptons white party or a black-and-white ball. Users also have the option of purchasing real-life items for themselves, if they want to, and designers can keep ahead of fashion trends and see what people are pairing together.