Think dress-up for grown-ups, gone digital: Rachel Zoe is launching a fashion game in early July in which players dress avatars in current season looks from an array of top designers.
Created in conjunction with Crowdstar (the company builds games for iOS, Android, and Facebook), Covet Fashion will be available as an iPhone and iPad app. Players create avatars, dress them in digital recreations from designers like Yigal Azrouël, Sigerson Morrison, and Mara Hoffman, and enter them in styling contests to win both actual (but as yet unnamed) prizes and virtual currency.
Designers benefit from participation because all the fashion showcased in the game links back to real versions on the brands’ own sites. Players benefit from being able to visualize actual looks they’d want to wear before they buy anything. In a way, the program is a game-ified version of services like Shopstyle and Polyvore, which let consumers play around to create virtual pastiches of looks from myriad brands, but without the digital paper doll feature Covet Fashion offers its players. Zoe’s latest project is also reminiscent of Stylmee, an online fashion game that has users create virtual, competing boutiques stocked with in-season, shoppable products.
Other designers and labels participating at Covet Fashion’s launch (sign up to be alerted when it goes live next month) include Rebecca Minkoff, Cynthia Rowley, Hudson Jeans, Erin Fetherston, Botkier, Nanette Lepore, Dannijo, and Three Dots.