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.
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.
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
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.
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.