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In the Press - Articles

Fashion Game Covet Fashion Partners With Glam4Good

Anna Keilo

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.

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Covet Fashion Teams Up with Mary Alice Stephenson’s Glam4Good

Anna Keilo

Covet Fashion, the fashion gaming app, is partnering with Mary Alice Stephenson’s social initiative Glam4Good. The app’s 2.5 million users can nominate themselves (or someone they know) for a chance to have their story featured on Glam4Good’s app and social media channels. Three winners will receive a trip to NYC where they’ll get a personal styling session with Stephenson, using pieces from Covet Fashion’s brands, like Nicole Miller, Zimmermann, and Rebecca Minkoff. Covet Fashion will donate 10 cents to the charity each time the #Covet4Good hashtag is used on social media. Download the Covet Fashion app to enter—the contest begins today and runs through December.

“This is a groundbreaking social impact initiative for both the gaming and fashion industries,” Stephenson told us. “This #Covet4Good initiative will empower the Covet community of fashion lovers to look at style, the very thing they are passionate about, as a way to make a difference in people’s lives. The in-app experience and hashtag generated will inspire millions of Covet stylists to help raise money for the Glam4Good Foundation and support our mission to use fashion and beauty to honor courage, empower self-esteem, ignite joy, and dress people in need.”

Stephenson, stylist and former Harper’s Bazaar fashion editor, launched Glam4Good with the idea of creating social change through style.

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Glamour: 15 Secrets Women With Incredible Skin Swear By

Anna Keilo

If All Else Fails, Pare Down

“The trick I discovered for my skin is actually to not wash my face. Throughout high school and college, I tried so many different face washes, lotions, and creams to prevent breakouts and none of it seemed to work. One day I had the idea to just stop washing my face, and it worked! So I've learned that for me, less is better. It's funny how using water can actually take moisture out of your skin. When I'm feeling like a need a clean, I’ll just use a toner with glycolic acid to remove my makeup.” —Blair Ethington, SVP and GM of Covet Fashion

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70: AN INSIDER TOUR OF FASHION GAMING + ADVICE FOR CONTINUOUS LEARNING & NETWORKING WITH COVET FASHION'S BLAIR ETHINGTON

Anna Keilo

On today's show, we get a deep dive on a fashion game that's currently drawing millions (millions!) of monthly active users with its dynamic style challenges using covetable clothes and accessories from real brands. At the helm of this fashion-tainment gaming platform? A woman who's risen the ranks in a traditionally male-dominated industry to build a digital outlet for fashion consumption that lets fans immerse themselves in all the goodness and creativity that comes with mixing and matching great style - just minus the actual textile consumption and subsequent waste. 

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WOMEN WE LOVE: BLAIR ETHINGTON, SVP AND GM OF COVET FASHION

Anna Keilo

If we’re being totally honest here, we just don’t get the whole Pokemon thing. Maybe it’s because the first time there was a Pokemon craze, we were too busy shopping at Abercrombie, getting our acrylic nails filled and listening to Genie in a Bottle on repeat to notice it. Or, maybe t’s because this time around there are just a lot of other games and apps out there competing for our “oh, shiny!” attention span. Like Covet Fashion. 

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Vanessa Hudgens Has a Bone to Pick with Low-Rise Jeans

Anna Keilo

Coachella is nothing without its queen, and no one wears a flower crown quite like Vanessa Hudgens. The actress is known for her festival fashion, so it's no surprise that she's teamed up with Covet for some virtual dress-up. The styling app's biggest appeal is that it allows users to think outside the sartorial box, and Vanessa is the ultimate model. With ever-changing beauty looks and an approach to style that's independent of trends, she's a persistent reminder that fashion is fun.

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Play Dress-Up With Nina Dobrev Thanks to This App

Carissa Gonzalez

Getting her avatar on! On Wednesday, March 16, Covet Fashion announced that Nina Dobrev will serve as the app's newest celeb host. Covet Fashion is a mobile platform that allows customers to style a customized avatar with clothes from more than 150 brands including Rebecca Minkoff, BCBG Max Azria and Calvin Klein, then purchase the ones they love. In short, you can play dress up on your phone all day long, then come home to real-life threads!

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The 2 Wardrobe Staples Every Girl Should Own According to Nina Dobrev

Carissa Gonzalez

Getting dressed in the AM can be a real struggle (ahem, unless you’re currently trying out a capsule wardrobe). Lucky for most of us, we only really have to do it once a day. However, for Hollywood celebrities, multiple wardrobe changes can easily become a part of their daily routine, and it can get exhausting. That’s is exactly why Vampire Diaries‘ Nina Dobrev recently teamed up with the game Covet Fashion to hopefully get some help from you.

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GABRIELLE UNION FOLLOWS EMMA ROBERTS AS NEW COVET FASHION HOST

Carissa Gonzalez

Mobile styling app Covet Fashion has found its latest host: Gabrielle Union. As Covet Fashion’s featured star for the next month, users will have direct access to Union's personal style and fashion tips along with insider views of her day-to-day activities as they style an avatar of the Being Mary Jane star using items from more than 175 real-world fashion brands.

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Unicorn Gabrielle Union Shares the Secret to Her Agelessness

Carissa Gonzalez

Gabrielle Union has always been a style star to watch―the actress regularly kills it on the red carpet, is a master at the laid-back look, and always nails it in the beauty department. Fittingly, the Being Mary Jane star is the new face of Covet Fashion, a fashion gaming app that lets you dress Union for different style challenges.

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Now You Can Be Emma Roberts's Personal Stylist With This Fashion App

Carissa Gonzalez

Roberts has teamed up with Covet Fashion to be the app's first host, which will allow her fans to virtually style her using clothing from over 160 brands. "One of the main things my fans are always asking me [on social media] is what I'm wearing and the designers and trends I'm into," Roberts tells InStyle. "So when I saw Covet was a way to interact with my fans over fashion and style I thought it was a no brainer."

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W Magazine and Decoded Fashion Present the Fashion Futures Awards

Carissa Gonzalez

Covet Fashion took home the first award of the evening for “A Killer Experience,” followed by e-commerce site MM.LaFleur, Combatant Gentleman, Rehab Studio, Tictail, 19th Amendment & Macy’s, and finally, Tonchi presented The Visionaries awards to Snapchat and Tory Burch, who was completely surprised by honor, though no one else in the room seemed to be.

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W Magazine and Decoded Fashion Reward Innovation in Retail, Technology

Carissa Gonzalez

The RealReal, Rebecca Minkoff, Tory Burch and Snapchat were among the winners at Thursday’s first Fashion Futures Awards, created by W Magazine and Decoded Fashion to recognize innovators in fashion and retail. The awards were also an effort to encourage more collaboration among what has traditionally been somewhat unlikely bedfellows: fashion and technology.

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Exclusive! Covet Fashion Collaborates with The Coveteur

Carissa Gonzalez

The Coveteur fans, get ready! The site is partnering up with mobile styling app Covet Fashion, whose 3 million monthly consumers will now have access to the awe-inspiring closets of The Coveteur…tomorrow! The initiative brings The Coveteur’s highly curated content directly to Covet Fashion’s community, tapping into a loyal audience that, on average, engages with the app for 30 to 60 minutes a day. Through a series of style challenges—focused on tricks to make your fall clothes feel new again—Covet users will be able to style directly with The Coveteur picks and experiment with editor tips.

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