Rachel Zoe has already conquered the reality TV world, and now the A-list stylist has entered the realm of make-believe with her very own video game. But unlike Halo 5, her virtual reality will not be coming to an Xbox near you, but straight to your iPhone. Zoe has teamed up with social gaming company Crowdstar to create Covet Fashion, an app that allows its users to play avatar dress-up using the latest collections from real life designers.
Zoe explains to WWD:
“Everyone knows that I’m completely obsessed with fashion, style and anything glamorous and beautiful. I think everyone can and should have style, and what better way than to experiment and play with it online?”
The designers that are already playing along (and hoping the game will translate into sales) include Rebecca Minkoff, Dannijo, Halston Heritage, Cynthia Rowley, Nanette Lepore, Erin Fetherston, and Hudson Jeans. Translation: this game is not a game.
Even if the venture doesn’t prove a cash cow, the designers and brands can also benefit from the crowdsourcing data gathered from Covet Fashion.“We can see if certain brands or styles or colors are being used a lot in New York versus Los Angeles,” explained Jeffrey Tseng, ceo of Crowdstar. “We can see if certain types of shoes are being paired with a top from Joie, for example, and what kind of bag was most often used to complete a look.”
While avatar hasn’t been a part of our vocabulary since our MySpace days, we think that this will be a good way to indulge our Cher Horowitz closet fantasy. It’s also solid material for supermodel-cum-technology-expert Coco Rocha’s next PC Magazine column.