FASHION GAME: Covet Fashion, an interactive styling app, has teamed up with the Council of Fashion Designers of America to roll out exclusive styling challenges that will showcase up-and-coming brands. Designers in the CFDA network will have their collection at the fingertips of Covet’s 2.5 million users, who can style them in the game.

“Mobile is the fastest-growing commercial channel right now and engaging with a brand and their product versus just passively looking at pictures is crucial,” said Blair Ethington, senior vice president of brands and marketing at Covet Fashion.”It’s important for fashion designers to be in front of their consumers through every step of the purchasing journey.”

The CFDA will tap into Covet’s 600,000 daily users who digitally experiment with their style for a minimum of 60 minutes every day, with real products that are directly linked to each designer’s e-commerce site.

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