Providing intimate engagement with her fans and Covet Fashion's community in an unprecedented way, the partnership will put Emma front and center as the "face" of the app.
All December long, fans can get to know and engage with Emma by styling her avatar in an array of real world clothing for her fast-paced life in the "Day in the Life of Emma Roberts" series.
Covet Fashion makes the hottest fashion and pop-culture trends accessible by digitizing the latest collections from over 160 top brands and putting them directly at the hands of millions of consumers every month to experiment with and express their personal style.
This latest initiative takes engagement to the next level, as consumers get to interact directly with celebrities and get inspiration from their personal style, learn about their upcoming projects and connect with their stories.
As Covet Fashion's very first Covet Host, Roberts will allow the community to act as her personal stylist as she goes through her daily routine, needing a new outfit for each stop, from a red carpet fitting to cocktails with her costars.
"I am so honored to be Covet Fashion's first Host and engage with fans on their unique interactive platform," Roberts said. "For me, fashion fuels confidence but also is a true form of self-expression and I love that Covet is able to provide that experience digitally! I'm excited to be the source of inspiration and can't wait to see how users dress me."
"Emma Roberts was the obvious choice to have as our first Covet Host" SVP, GM of Covet Fashion Blair Ethington said. "She has quickly become a respected style icon, while maintaining a very relatable and empowering approach to fashion that we love. Covet Fashion is constantly seeking dynamic approaches to excite our community and provide access to fashion in ways you can't get anywhere else. Our Covet Host initiative challenges the traditional magazine format, and introduces a new level of consumer engagement by providing access to celebrities in a way that builds a more personal connection and dedicated fan base."Covet Fashion is committed to providing their users with innovative and creative experiences that bring unique insight into the world of fashion.
Most recently, the platform partnered with fashion house Yigal Azrouel for his Spring 2016 show, winning the W Magazine And Decoded Fashion's Fashion Futures Award for "Killer Consumer Experience."
Other strategic partners include the Council of Fashion Designers of America and The Coveteur.
Unlike apps dedicated to a single celebrity, the Covet Host initiative will allow an array of talent to come together and share their stories on a proven platform.
This initiative will continue throughout 2016, partnering with other strong women as further reflection of the brand's mission to facilitate a supportive environment in which women can explore style and engage with fashion in a positive way.
