Covet Fashion Has Re-Imagined Its Platform to Evolve the Standards of Beauty

The Styling Platform Celebrates All Women No Matter Their Shape, Size or Skin Color

SAN FRANCISCO--()--Glu Mobile Inc. (NASDAQ:GLUU) today announced that mobile styling platform, Covet Fashion, has re-imagined its look and feel to introduce virtual models that embrace all forms of beauty - inclusive of new sizes, shapes, heights, skin colors and facial features. This launch comes at a time when women are speaking out about the importance of how they are represented in fashion and supported by their peers - because beauty comes in all forms.

“When we launched in 2013, we didn’t realize the platform would so strongly impact our users’ everyday lives in such a personal way”

Beginning today, 50 new models will be featured in Style Challenges where a community of millions of women will style them for parties, red carpet events and more. This change was put into motion as a result of feedback from the Covet community who expressed their want for virtual models that represent real women. Covet Fashion has been working on this initiative over the past year - enlisting the help of their users, partners and the broader fashion community - to inspire every woman to feel confident in their own unique way and embrace the beauty of those around them.

“When we launched in 2013, we didn’t realize the platform would so strongly impact our users’ everyday lives in such a personal way,” said Blair Ethington, Senior Vice President and General Manager of Covet Fashion. “Because of the creative and interactive nature of the app, our audience has become emotionally invested - both in each other and in the content they create. When some users told us that they didn’t feel represented and when we realized the opportunity we had to impact so many women in a positive way, we knew we had a responsibility to spread a message of empowerment. We are proud to have worked with our audience to define this next phase for Covet and couldn’t be more excited to introduce the newest version of Covet Fashion with models that are embracing more diverse forms of beauty.”

While Covet Fashion is introducing virtual models that are representative of women around the world, this is just the beginning. There is no perfect answer for everyone, which is why the platform is calling it “Evolving the Standards of Beauty” to showcase that this is an ongoing process. Gaming platforms, fashion brands and society as a whole need to continue the discussion of celebrating all women in a positive and empowering way.

As part of this initiative to build confidence and appreciation for all forms of beauty, Covet Fashion spoke with its community of users about the power of compliments and helping them overcome their insecurities. To follow their journeys, click the video link below.

Covet Fashion is available for download on iOS and Android -

About Covet Fashion:

Covet Fashion blends elevated aesthetics, real-world fashion and a strong emphasis on community feedback that keeps millions of users coming back for more - often for 60 minutes every day. Covet Fashion users style head-to-toe looks using the latest clothing, shoes and accessories from today's hottest brands including Michael Kors, Rebecca Minkoff, Rachel Zoe, Zimmermann, Calvin Klein, and more. Through direct brand partnerships, Covet Fashion offers meaningful value by creating unique consumer experiences and driving unprecedented levels of engagement and brand awareness.

About Glu Mobile

Glu Mobile (NASDAQ:GLUU) is a leading global developer and publisher of free-to-play games. Glu is focused on creating compelling original and branded IP games on the App Store, Google Play and Amazon Appstore. Founded in 2001, Glu is headquartered in San Francisco with U.S. offices outside Seattle and in Burlingame, San Mateo, Long Beach and Portland, and international locations in Canada, China, India, Japan, and Russia. Consumers can find high-quality entertainment wherever they see the ‘g’ character logo or at For live updates, please follow Glu via Twitter at or become a Glu fan at


Jennifer Bett Communications
Libbey Baumgarten
Glu Mobile Inc.
Claudia Oropeza
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