It’s not often that mobile games are targeted toward women, but Covet Fashion is aiming to buck that trend. And with a new partnership with actress Emma Roberts, it’s now banking on Hollywood star power to do so.
This month, Roberts will lend her likeness to the mobile styling app, which digitizes the latest collections of more than 160 brands and allows its three million users to style, shop and buy directly.
As Covet Fashion’s first “Covet Host,” Roberts’ avatar will allow fans to style her in real-world clothing for a “Day in the Life of Emma Roberts” series, inspired by her personal style. Roberts will also provide styling tips within the app.
Roberts said that she was honored to be Covet Fashion’s first host and to engage with the fans on the platform. “For me, fashion fuels confidence but also is a true form of self-expression,” the actress said. “I’m excited to be the source of inspiration and can’t wait to see how users dress me.”
This is the first celebrity partnership for the two-year-old app, but it previously worked with Yigal Azrouël to preview the designer’s spring 2016 collection before it appeared on the runway, and is “strategic partners” with the Council of Fashion Designers of America and The Coveteur. It also recently won the W Magazine and Decoded Fashion’s Fashion Futures Award for “Killer Consumer Experience.”
“Covet Fashion is constantly seeking dynamic approaches to engage our community and provide access to fashion in ways you can’t get anywhere else,” said senior vice president and general manager Blair Ethington.
As reported in May in WWD, “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,” Ethington said. “It’s important for fashion designers to be in front of their consumers through every step of the purchasing journey.”
Going forward, various celebrity Covet Hosts will share their stories through 2016.