Yigal Azrouël partnered with styling app Covet Fashion to reveal select pieces from his collection (launching today, September 11) 24-hours in advance. Users of the app, referred to as gamers, and of which there are three million per month, were able to style, experiment and create looks from the collection. They will also be able to purchase select pieces from spring/summer 2016 exclusively through the app after fashion week. The brand previously used the game to launch its Cut25 collection. Doing so led to five million monthly impressions, and significant e-commerce traffic, according to the brand.