Social game developer CrowdStar has released its newest game for iPhone and iPad, continuing the company’s focus on mobile platforms, rather than Facebook. CrowdStar’s latest app is COVET Fashion, another in the company’s series of fashion-forward and female-centric games, that allows players to play dress up using real world fashions.
COVET Fashion offers over 1,000 different real-life clothing pieces and accessories from 60 real-world brands, including Rebecca Minkoff, DKNY, Joie, Hudson, Cynthia Rowley and many more. CrowdStar has plans to add new designers to the list over time. These real-world partnerships will offer “data points and analytics” for consumer buying habits, says CrowdStar.
Designer and stylist Rachel Zoe signed on to be the app’s first “Style Ambassador” last month.
“COVET Fashion is a personalized styling experience that allows you to pick pieces from the best virtual closet,” says Zoe. “I think it has the potential to change the way people discover and interact with fashion.”
As players fill their virtual closets with items, they can combine them to match outfit “themes” and enter them into contests, voted on by the community.
CrowdStar shifted its focus from Facebook games in 2012. The Happy Aquarium and Happy Pets developer then focused on mobile titles, many of which are aimed at a specific female audience: modern, fashion-loving females. Games like Modern Girl and Social Girl focus on using fashion to gain respect in the virtual social and romantic arenas, while Top Stylist and now COVET Fashion present a more realistic look at fashion with their inclusion of real-world brands.
COVET Fashion is now available as a free universal download on iOS. The app is supported by microtransactions, allowing users to purchase additional virtual currency and therefore buy more clothing items for their closet. If users like a particular piece of clothing, they can click on a link to view the real-world version of the product on the specific designer’s site.