Rachel Zoe Launching Fashion App Game

Designer and stylist Rachel Zoe is reportedly working on her first fashion game in conjunction with Crowdstar.

Called Covet Fashion, the iPhone and iPad app allows users to dress up “virtual avatars” in current season outfits.

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The real hook of the app is that after a user has styled their look, they can also buy it straight from the web, making it a lucrative platform for designers.

“We’re bridging different worlds here,” explained Jeffrey Tseng, CEO of Crowdstar. “You’re styling, you’re sharing and you’re shopping.”

Crowdstar will also be able to gather and save information regarding the most popular styles and colours chosen from around the globe.

"We can see if certain brands or styles or colors are being used a lot in New York versus Los Angeles," explained Tseng.

In addition, users can also take part in a daily styling session, with Zoe judging the looks at the end of each day.

“(This is) a very intelligent game — it doesn’t dumb down fashion,” Zoe told WWD. “I think everyone can and should have style, and what better way than to experiment and play with it online?”

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This isn't the first time the digitally savvy stylist has navigated the gap between technology and fashion: Zoe famously partnered with Westfield Australia last year in a world-first online integration, which gave shoppers the chance to see their personal style hit the virtual catwalk.

"I was blown away by the concept (shoppers-turned-stylists) and the fact that it's a world first," said Zoe at the time. "It's instantly gratifying and I think it will appeal to everyone's inner stylist."