Fashion games have always been extremely popular, from online dress up games played at school during boring IT lessons to the more recent Kim Kardashian: Hollywood, the insanely addictive game from the Kardashian sister. But there is an app that looks prepared to knock Kim K off the top spot, and hopes to do so with the help of American Horror Story and Scream Queens star, Emma Roberts. Covet Fashion is an app that allows users to dress up avatars using real items from real brands. The other users can then vote on these looks, leading to an average score. Since its conception, more than 150 brands have lent their wardrobes to the project. New clothes are released every day, with around 4,000 items released per fashion season. Now, it’s looking to branch out to celebrity endorsement, and they’ve already bagged their first celeb.
Last week, Covet Fashion announced that the app was getting its first ever ‘Covet Host’, and that person was style icon and A-list celebrity, Emma Roberts. The “Day in the Life of Emma Roberts” is a series that gives fans the chance to dress the star for a variety of real-life occasions, such as grabbing coffee or going to a red carpet event. The star will then be able to interact with the app’s users and impart her own fashion wisdom and style philosophy. Blair Ethington of Covet Fashion has said that “Emma Roberts was the obvious choice to have as our first Covet Host…she has quickly become a respected style icon, while maintain a very relatable and empowering approach to fashion that we love”. Emma Roberts has said “I am so honoured to be Covet Fashion’s first Host and engage with fans on their unique interactive platform…for me, fashion fuels confidence but also is a true form of self-expression, and I love that Covet is able to provide that experience digitally!”. Covet Fashion will continue to partner up with other female stars and style icons throughout 2016, and you can buy the app free from the app store.
Holly Martin
