Rachel Zoe Goes Bananas for a New Mobile Styling Game

By  June 24, 2013

rachel-zoe-covet-fashion-app

Move over Uncle Karl; you’re not the only one getting into the gaming business.

Superstar stylist Rachel Zoe is joining 60 other designers, including Cynthia Rowley, Rebecca Minkoff, Yigal Azrouel, Erin Fetherston, and many more in a new game. Launching in July, the game pits users against each other in styling contests using digitized pieces from the brands’ current collections.

The Crowdstar app called Covet Fashion centers on daily styling events based on different themes and events, including the Hamptons’ white party, black and white ball, beachside stroll, or Newport yachting regaatta with peer judging as well as input for fashion forces like Zoe.

Best of all, you can snap up the styles you choose for your avatar! The pieces link back to the brand’s e-commerce site and can also be purchased using digital currency on the mobile game. And down the road it might be possible for participating brands to offer sales codes to players.

Zoe likened the idea of the app to new age paper dolls for adults. “Everyone knows that I’m completely obsessed with fashion, style and anything glamorous and beautiful. I think everyone can and should have style, and what better way than to experiment and play with it online?” the mom-to-be explained to Women’s Wear Daily. “One of the things that impressed me was the aesthetic of the game and how real the products look. It’s a very intelligent game — it doesn’t dumb down fashion.”