Covet Fashion

What Covet Fashion does

Covet Fashion is a mobile fashion styling game published by Electronic Arts and founded in 2013. The product enables players to build virtual closets from real-world fashion brands, dress customizable avatars with hair and makeup, enter daily styling challenges ranging from everyday to red-carpet looks, and compete socially with other users. The app is available globally on iOS and Android through the Apple App Store and Google Play Store, supported by an integrated webstore at store.covetfashion.com and a public news feed on ea.com.

The underlying technology combines mobile gaming mechanics with virtual fashion try-on functionality, linking over 150 partner-brand items directly to each brand's e-commerce shop. This creates a 'try-before-you-buy' loop in which virtual styling activity maps to real-world purchase intent and affiliate revenue. Recent product development has emphasized themed seasonal series (Urban Legends, Galactic Entities, Mythical Companions), brand Designer Spotlights, event-driven challenges, and a 2025 expansion into digital fashion via the DRESSX partnership.

Covet Fashion operates a freemium business model. Revenue derives from in-app purchases of virtual currency (gems) and items that accelerate gameplay, augmented by affiliate referral fees generated when users shop linked real-world brand items. The product serves two consumer personas: fashion-conscious mobile gamers seeking creative self-expression and social competition, and fashion enthusiasts looking for brand discovery and trend inspiration. The product is held within EA's mobile games division and is not separately funded or operated as an independent entity.

Name

Covet Fashion

Legal name

Covet Fashion

Website

https://covetfashion.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Covet Fashion is a freemium mobile fashion styling game published by Electronic Arts. Players create virtual outfits from 150+ real brands, enter daily styling challenges, and shop items via integrated affiliate links across iOS and Android.

Ownership category

akta.pro rank

Product category

Mobile Fashion Gaming

NAICS

Clothing and Clothing Accessories Retailers (458110), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Fashion & Accessories Marketplaces (CRAFABAA)

akta.pro secondary industry

Fast Fashion Accessories (Bags, Belts, Jewelry, Hair Accessories) (CRAAAGAF)

Keywords

• Fashion styling game
• Mobile gaming app
• Virtual try-on
• In-app purchases
• Brand partnerships

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. In-App Purchases: The game operates as a freemium model where users can purchase virtual gems and items to enhance their gameplay experience. Players spend gems to unlock styling options, enter challenges, and advance faster in the game.
2. Affiliate Shopping Links: All clothing, accessories and shoes featured in the game are linked to each brand's shop, enabling users to shop in real life (IRL). The platform generates revenue through affiliate referrals to partner brand e-commerce sites.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Covet Fashion is a freemium mobile fashion styling game published by Electronic Arts where players build virtual closets with real brand clothing and accessories, dress customizable avatars, and compete in daily styling challenges. The platform partners with 150+ fashion brands and uses a virtual currency (gems) system, while a companion webstore links in-game styled items directly to real-world brand shops for actual purchases.

Product overview

Covet Fashion is a mobile fashion styling game published by Electronic Arts (EA). The core offering is the Covet Fashion mobile app, where players build virtual closets, style models for daily challenges ranging from everyday looks to red carpet events, and compete to become top stylists. The ecosystem includes the Covet Fashion Webstore, which enables players to shop real-world versions of in-game featured brands. The platform partners with over 150 fashion brands and designers, allowing players to try on and purchase branded clothing and accessories. Recent additions include brand Designer Spotlight series and seasonal themed collections.

Differentiator

Problem solved

Functional benefit

Products and services

• Covet Fashion Mobile App A mobile fashion styling game where players create virtual outfits using real brand clothing and accessories, compete in daily styling challenges, and discover fashion brands. Available on iOS and Android platforms for individual consumers interested in fashion and gaming.
• Covet Fashion Webstore An e-commerce platform integrated with the Covet Fashion mobile app that enables players to shop real-world versions of in-game featured brands. Users can purchase items featured in the game, claim daily gifts, and access exclusive virtual goods.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• DRESSXcoreStrategic or Co-development Partner · 15 May 2025DRESSX is featured in Covet Fashion's Designer Spotlight series as a new brand partner. Users can create 4 bold, out-of-this-world digital fashion looks inspired by the DRESSX brand. This represents Covet Fashion's expansion into digital/metaverse fashion.
• 150+ Fashion Brands EcosystemcoreStrategic or Co-development PartnerCovet Fashion partners with over 150 fashion brands including Conrado, Pritch, and many others. These brands provide clothing, accessories, and shoes that users can virtually try on. All items are linked to each brand's shop for real-world purchasing, creating a try-before-you-buy ecosystem.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• ZEPETO: An avatar-based social platform where users dress avatars in branded digital fashion, overlapping with Covet Fashion's avatar styling and digital-fashion direction.
• IMVU: An avatar-based social platform centered on customizing looks and virtual apparel, sharing Covet Fashion's avatar styling, virtual-goods, and social-expression model.
• Kim Kardashian: Hollywood: A Glu Mobile celebrity fashion-lifestyle simulation game with virtual wardrobe styling and freemium monetization, overlapping with Covet Fashion's fashion-gaming niche.

Others

• DRESSX: A digital-only fashion brand and marketplace and an actual Covet Fashion brand partner; comparable in the digital/metaverse fashion category the game is expanding into.

Direct peers

• Drest: A luxury interactive fashion styling mobile game where users style avatars with real designer items linked to shoppable retail; directly parallels Covet Fashion's gamified try-before-you-buy model.
• Design Home: A sister EA/Crowdstar title applying the same styling-plus-real-brand and freemium model to interior design, sharing the identical gameplay-to-commerce mechanic as Covet Fashion.
• Stardoll: A long-running online fashion dress-up and avatar styling platform targeting fashion enthusiasts, closely comparable to Covet Fashion's creative styling and social competition features.
• Love Nikki - Dress Up Queen: A popular mobile dress-up and fashion-styling game with competitive challenges and avatar customization, competing for the same fashion-conscious mobile gamer audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CovetFashion
• Facebookfacebook.com/covetfashion

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Covet Fashion