Gaming avatars dress in UEL fashion designs
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App is new channel for marketing fashion
Published
01 March 2021
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Fashion students at the University of East London (UEL) have a chance to showcase their talents in a market leading fashion gaming app.
Covet Fashion is a fashion gaming app where players can live their most stylish lives by building their own digital dream wardrobe. Participants can style a virtual model in response to challenges which are then judged by the Covet community, which numbers 2.5 million monthly active users.
The gaming app is revolutionary in its approach to connecting consumers and brands - allowing players to shop and discover new brands virtually and in real life. The app draws on collections from 150 of the world's leading fashion brands, including names such as Calvin Klein, French Connection and Badgley Mischka.
In the Covet Fashion x UEL collaboration, selected students will have their designs featured in the app for players to select and use in the game.
Some 40 students have been working on designs based on a brief by Covet around the theme 'Mother Nature' and from these illustrations, the UEL fashion team will forward five to Covet to be converted into digital renderings. Students will have a chance to refine their virtual looks before the first enters the app at the beginning of April.
We're thrilled to be collaborating with Covet Fashion. The industry is evolving fast and our students are keen to understand and experience how they might be connecting with customers in their future careers. With its challenges and rewards, Covet Fashion has come up with an innovative way of creating engagement by blending social media and fashion brands and we're excited at the opportunity to place our students' work alongside some of the biggest names in the industry."
Beatrice Newham, head of UEL fashion team, said.
To find out more about getting a degree in fashion, go to our course pages.
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