Covet and Glam4Good

Mobile styling app Covet Fashion, which gamifies styling challenges for its 2.5 million or so users, today begins an initiative with Glam4Good, an organization created by stylist Mary Alice Stephenson to promote positive change through style.

It’s the combination of a number of slightly unlikely bedfellows: fashion, gaming and philanthropy. The three-day project calls for Covet users to nominate someone to receive a Glam4Good makeover or shopping spree and a night out in New York. Three winners will be chosen from the challenge. Additionally, Covet Fashion will donate 10 cents to the Glam4Good Foundation for every social media share of the hashtag #Covet4Good on Instagram and Twitter through December.

Content from the style sessions, which will use the 150 contemporary brands featured on the app such as Rachel Zoe, Michael Kors and Zimmermann, will be shared on both Covet Fashion’s and the Glam4Good’s digital platforms.

This is the first philanthropic endeavor for Covet Fashion. Senior vice president and general manager Blair Ethington said it fits well with the ethos of the app, which encourages experimentation of style in the virtual forum and has a mission statement of “style without limits.”

Every day, Covet offers six different styling challenges based on location or trend or event. Users style virtual mannequins and submit them for voting by the entire Covet community. Users “get feedback on style that is safe and doesn’t have high barriers to entry that exist in the real world,” Ethington said. “And you don’t have to buy the clothes.

“You don’t have to be personally judged, and that engagement and validation build confidence,” she said.

Stephenson started the nonprofit after a career styling and editing for magazines such as Marie Claire, Harper’s Bazaar, Allure and Vogue. She has worked with 40 causes such as domestic abuse and homelessness, and has worked with Michelle Obama and the Make-a-Wish Foundation. “We understand the healing power of fashion and help people in need,” she said. “The sparkle and glamour draws people in to a greater awareness.”

Covet fashion is a free app that makes money by charging users virtual currency for in-app purchases. It’s a marketing tool for brands, as every item is linked back to the brand’s e-commerce site. Users (the average user age is 29 years) spend 30 to 60 minutes in the app every day; one-half of the users are in the U.S., with additional users in Canada, Australia, the U.K. and Europe.