TAKE TWO: Wardrobe options in the “Kim Kardashian: Hollywood” game just expanded, with more looks from Karl Lagerfeld. Twenty looks from the designer’s spring 2016 collection are now available on the popular role-playing game from Glu Mobile Inc., ranging from a Choupette hat to a boucle jacket and distressed denim.
The collection items further integrate the designer and his brand into the game. Lagerfeld debuted in November as a character in the game, where his virtual self remains. The latest collection items for spring will be promoted through Aug. 1 and it’s likely those pieces will continue to live on in the game past that date.
“Karl Lagerfeld was one of the first major high-fashion brands integrated into ‘Kim Kardashian: Hollywood,’ into any Glu title really,” said Glu chief executive officer and chairman Niccolo de Masi. “The game’s experience already mirrors so much of Kim’s life, adding brands like Karl Lagerfeld was simply an extension of that, which has really taken off. What’s really interesting is we’re able to see how much time players spend interacting with the different brands. For Karl Lagerfeld’s last integration into the game, players spent an average of 50 minutes with the brand over the course of 30 days, which is huge exposure. We hope the spring 2016 collection does just as well.”
Other brands that have either appeared or are in the game include Judith Leiber Couture, Balmain, shopping app Spring and Nars Cosmetics, the latter of which joined the game last month. The game has also nabbed appearances from fashion celebrities including Olivier Rousteing, André Leon Talley, Anna Dello Russo and Jen Atkin, along with several members of the Kardashian and Jenner clan.
The two-year-old game has done well for itself with 45 million downloads since its launch and revenue of $157.88 million recorded through March 31.