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Kim Kardashian: Hollywood Partners With Shopping App Spring

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Photos: Spring

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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.

Could games be a serious boon to mobile shopping? Yes, if the Kardashians have their way. Kendall and Kylie are trying a similar partnership with PacSun in their own mobile game.