It`s sad to admit but the level of our humanism and equality isn`t very high today, so from time to time some people face different personal problems as a question about a color of skin like in Deddeh Howard`s case with «Black Mirror.» Just now the founders of Covet Fashion, a mobile styling game, have found the same awful problem in their harmless application. Let`s know how to decide the culture questions and make the world better by new technologies. 

How it has been said, Covet Fashion is a very popular mobile app, which has 2,5 million users and is one of the top 100 grossing iOS apps, with the main purpose of total designing fashion looks to score points and choose the best. Blair Ethington, vp and general manager at Covet Fashion, says: «Users had started to misuse the skin tone feature, which allows players to select the hue of their model avatar.» It means that the tool with different kinds of the skin tone isn`t used as an ability to create yourself but these players try to sway more points within the voting community by selecting lighter-skinned models due to this function. «Unfortunately, what happened was selecting skin tone became a strategy, and people started theorizing over what skin tones led to better scores,» Ethington said. «That was heart-wrenching, and we wanted to remove those biased strategies and hurtful messages.»

Covet Fashion App

Covet Fashion App

The team of Covet Fashion can’t realize that users perform actions like these. The app works the interesting way: players have lots of tasks to create looks for virtual models for different events as «to go to the cinema,» or «to travel,» or «to come a movie premiere» etc. People combine real clothes from more than 200 designers. After that participating users vote on the best outfit and top-scoring players are incentivized with rankings, in-app cash and rewards points to access different garments. It`s obvious that one of the hands of the app is advertising, so if you like any clothes or products, you can click on links and find everything on the sites of participating brands. Unfortunately, there were some «calls» about misunderstanding the system but the team ignored it. In 2014 a user named Maggie on an online gaming forum called Chapter Cheats asked «if other players were noticing that when they entered black models into a challenge, they were scoring less than caucasian counterparts.» «After I while, I got discouraged because black models didn`t do as well as my caucasian blonde models, so I started posting just that, and my scores went up. I`m wondering if there are a lot of others out there who would really like to post more black looks but are afraid their style scores will suffer?» she posted. The question garnered several responses, all echoing similar challenges. Another user named Laura wrote: «I used to use the darker skin tones all the time, until I realized I was repeatedly losing events with them while I always won with the lighter skin tones.»

Covet Fashion App

Covet Fashion App

Covet Fashion App

Covet Fashion App

Covet Fashion App Covet Fashion App

Today Covet Fashion is debuting 50 new models that are diverse in both skin tone and size. Now for every challenge Covet Fashion`s players present the same model, it`s a preventative measure to remove any «stranges» based on skin. So, they can change hair and makeup, choose all clothes which they want except model`s body because it`s constant. «When you see a lineup of the models we`re using, we have great variance. We feel really strongly that people learn by doing, and that’s a more powerful way to learn by change.»

Covet Fashion App

Covet Fashion App

The discrimination has its place in the world of fashion. Despite a lot of designers call models with all tones of a skin for their shows and advertising, fashion shows and make-ups, in mostly cases other prefer only white girls. That why Covet Fashion both support the application and promote humanism and equality among all people. As part of the relaunch of the app, Covet created an accompanying video titled «A Beautiful Perspective: How Compliments Can Empower» that features testimonials from women sharing their thoughts about beauty and future plans and hopes. «There are still too few fashion brands that are being more diverse in their advertising, marketing and shows,» Ethington said. «The way that we do it should have a larger impact.»

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