CFDA strategic partner Covet Fashion, a mobile styling platform with over 500,000 daily active users, has been evolving its experience since its inception to continue to empower their users. Most recently, Covet Fashion reimagined the entire look and feel of the platform under their “Evolving the Standards of Beauty” initiative built around the acceptance of all forms of beauty for women.
The newest version of Covet Fashion, which incorporates 50 new virtual models ranging in size, shape, height, skin color and facial features, was created based on Covet user’s feedback of wanting virtual models that represent real women.
"I'm obsessed with having a clean inbox and I used to let it dominate my day. I would start my day going through my inbox and keep working on that, but found that then I didn't get what I needed to get done and my day was more directed by other people's emails than what I wanted to achieve. So now I start my day with my list of what i know needs to happen and get to email in the afternoon or evening."
— Blair Ethington, SVP and GM of CrowdStar's Covet Fashion
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.
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.”
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).