In its redesigned app, which launches today, Covet is attempting to counter these biases. Now, users will all be assigned one model for each challenge. Instead of the same, sample size model that the app has used in the past, the redesign includes 50 models of all different shapes, sizes, and heights, as well as various skin tones and hair types. No sizes are labeled, so as to avoid having users create "narrow definitions," Ethington says. She notes that the app's 50 models are "far from representative of the whole population" but that Covet will continue adding more over time.Read More
In the Press - Articles
Today Covet Fashion is debuting 50 new models that are diverse in both skin tone and size. For each challenge, users will be presented with the same model, a preventative measure to remove any bias based on skin. Players will still be able to customize hair and makeup, but the body itself will stay the same. “When you see a lineup of the models we’re using, we have great variance. We feel really strongly that people learn by doing, and that’s a more powerful way to learn by change.”Read More
Starting on Tuesday, Covet users will now have the ability to choose from 50 different models with various different body types (up from just one) and seven different skin colors to choose from as well (there were just five before).
Covet Fashion is embracing the diversity of female beauty by changing its virtual models so that they have different body shapes, sizes, heights, skin colors, and facial features.Read More
In Covet Fashion, users can create outfits for virtual models by selecting clothing and accessory items from more than 175 real-world brands. With this update, Crowdstar said the selection of virtual models will better represent women of different sizes, shapes, heights, skin colors and more.
This release is the first step in the platform’s overall move to “evolve the standards of beauty.”Read More
This week, it announced that it is re-imagining its virtual models to encompass a wider variety of body shapes, heights, skin colors, and facial features. It is also encouraging other fashion brands and gaming platforms to showcase diversity in their imagery. Covet Fashion spent the last year enlisting users, partners, and the broader fashion community to contribute to fleshing out this new initiative.Read More
Chances are, you throw compliments around pretty freely on any given day. Maybe you like a co-worker’s shoes, or a friend’s particularly adorable photo on Instagram. But what we take for granted is the lasting effect a compliment can have on someone’s ideas about self-love.
Covet, a fashion-focused video game in which users complete “style challenges,” debuted 50 new digital models of all different sizes, shapes, heights, skin colors and facial features on Tuesday. In conjunction with the launch, Covet has released a video titled “A Beautiful Perspective: How Compliments Can Empower.”Read More
Covet, a fashion styling app, gives you the ability to thumb through your virtual dream closet directly on your phone. With over 200 brands to choose from, users can shop, style out looks, win free items from their favorite brands, and communicate with other users for fashion tips and feedback. Covet was created as a unique and fun experience for women to bond over shopping and styling, but after 3 years of fashion-filled fun, it’s grown into so much more.
With the latest relaunch, Covet avatars are evolving in a major way. They're now more inclusive than ever, after the Covet team fielded several requests from users who wanted to see themselves represented in their avatar. "We really started to dig in to find out what needed to be added to not only make our audience feel represented, but celebrated as well,” says Blair Ethington, SVP of Covet. Taking those requests into account, the app now features a variety of body shapes, sizes, heights, skin tones, facial features and everything else in between.Read More
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.Read More
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.Read More
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 FashionRead More
70: AN INSIDER TOUR OF FASHION GAMING + ADVICE FOR CONTINUOUS LEARNING & NETWORKING WITH COVET FASHION'S BLAIR ETHINGTON
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.Read More
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.Read More
The 27-year-old actress and current Covet Fashion App hostess sent out the “Date Night Surprise” challenge to fans using the app and this was the chic result! Want the breakdown? JJJ has the exclusive details on her outfit!Read More
Covet Fashion is gamifying mobile shopping, and Blair Ethington is at the helm. Covet Fashion, which launched in 2013, is the product of game developer Crowdstar, where Ethington started its mobile team. The app now has 2.5 million users, 600,000 of whom use it on a daily basis.Read More
The 27-year-old actress has recently teamed up with the Covet Fashion app as their new celeb host until mid-June, following in Nina Dobrev‘s footsteps.
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.Read More
We caught up with Hudgens, who is launching a partnership with shopping app Covet Fashion, to talk about creating the avatar version of herself, personal style and playing an adult for the first time on the upcoming show Powerless.Read More
Nina Dobrev is heading to Covet Fashion. The mobile styling game, which encourages its millions of users to virtually shop or style with 170 brands, will bring “The Vampire Diaries” star on as its third celebrity host, following Emma Roberts and Gabrielle Union.Read More
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!Read More