Rachel Zoe has signed on as a style ambassador for Covet Fashion?s new mobile application where fashionistas can layer pieces together on a virtual mannequin to create their own head-to-toe looks.

Consumers can play around with the app and style thousands of the latest designer apparel and accessories for a chance to win real world merchandise from top brands. The app will be released in Apple?s App Store soon.

?In a world that is increasingly mobile, audiences are choosing to engage with content from their handheld devices,? said Blair Ethington, vice president of studios at CrowdStar. ?Unfortunately, consumers lack a source that brings together all of the content they are interested in within one place.

?Covet Fashion addresses the content gap by bringing high-end fashion to a larger audience in a fun and engaging manner,? she said. ?Covet Fashion connects users to the brands and content they are interested in by merging together social gaming, shopping, and high-end fashion.

?It is the only app that allows users to create complete head-to-toe looks on a virtual mannequin with current-season products from real-world brands. It is the first of its kind to truly gamify the shopping experience that people already love. It also removes a lot of the friction and challenges that people having finding new styles that will work for them.?

Crowdstar is Covet Fashion?s parent company.

Mobile fashion
Through the partnership, Ms. Zoe will aim to develop deeper connections with consumers through an interactive experience, such as styling new looks and outfits.

Via the app, users can share, re-style and directly purchase these looks.

Ms. Zoe and other contributors will be creating style challenges where users can submit looks to the fashion community.

Moreover, Ms. Zoe will be judging, writing style tips and including The Zoe Report trend content as part of the Covet Fashion experience. The designer will reward winners of custom events with direct styling feedback ? making her fashion expertise accessible to users in a more personal way.

?Crowdstar is utilizing a variety of unpaid and paid media channels to get the word out about the app,? Ms. Ethington said. ?The strategy will include a combination of editorial featuring and social media to drive buzz, along with user acquisition on mobile ad networks and social networks to drive direct app downloads.

?The marketing strategy is 100 percent focused on reaching mobile iOS devices, including iPads and iPhones,? she said. ?Mobile is the backbone of Crowdstar's development and marketing initiatives.

?Crowdstar pivoted from originally creating Facebook games to now being a mobile-focused company. The beauty of mobile marketing is that we can reach these users across whatever medium they prefer at a time when they are most interested in downloading our apps.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York