Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Kim Kardashian has built an entire, fashionable universe inside her insanely profitable game, Kim Kardashian: Hollywood. Industry icons like Karl Lagerfeld have been added as characters, and Balmain's Olivier Rousteing even designed clothes exclusively for use in the game. Now it's partnering with mobile shopping app Spring.
Users can now buy Spring-sold clothes for their avatars in Kim Kardashian: Hollywood, after which they will be redirected to the Spring app to buy the same pieces for themselves. There are 12 brands currently in the app, including Derek Lam, Opening Ceremony, Jennifer Fisher, Modern Citizen, Bill Blass, Misha Nonoo, and Clare Vivier.
"Players can style their avatars in designer fashions and for the first time ever, click to purchase those exact same items in real life," Glu Mobile's CEO Niccolo de Masi said in a press release.
Digiday reports that with its presence in Kardashian's game, Spring is hoping to attract younger customers. It's also planning to stock more affordable brands like Urban Outfitters to keep those customers coming back once they download the shopping app.