Virtual fashion career with Facebook game

Shooting fashion spreads for Vogue and Elle on deserted islands, styling Hollywood stars for the red carpet at the Oscars and dressing models backstage during fashion shows for Chanel and Louis Vuitton in Paris. It's a job reserved for the

lucky few. But now, with the launch of FashionWeekLive, anyone can be a world famous stylist, albeit a virtual one. The game allows Facebook members to build a career in fashion.

The game was developed by IMG, IMG Models' mother company, and 505Games to let every woman experience what is like to work in fashion. "In the first place, the game is a fun way to spend time, but the players are also constantly learning new things. While playing they are kept abreast of new trends and the latest fashion news, and they learn to put together new outfits," says Matthew Primack, spokesman for FashionWeekLive.

The game begins with the creation of your own character in the salon. From build and bone structure to hair, eye and skin colour: players can create their own digital avatar from head to toe. Subsequently, players are given an assignment by their digital client, such as the styling of a photo shoot or a fashion show. With each successfully completed assignment, the players earn virtual money with which they can buy a new outfit. With the various assignments, users create their own digital portfolio which they can place on their Facebook Timeline. Friends on the social network and fellow players can subsequently assess the portfolio.

FashionUnited has joined forces with 505Games and IMG and supplies the game with the latest fashion news. In the future it will also be possible for players to make their virtual dream a reality by applying for a job or internship listed on FashionUnited's online job bank.

Labels such as DKNY and Ethical Goods have also joined FashionWeekLive. Each of their new collections is integrated into FashionWeekLive so that players can dress their avatar in the newest fashions and can also instantly order the items for themselves. "It's not just a form of marketing, but especially a unique opportunity to see and experience how players handle their product," says Primack. "Furthermore, it offers labels the opportunity to start a dialogue with users."

FashionWeekLive is directed towards women between the ages of 18 and 35. For now, Primack declines to estimate how many women will be playing the game. "More than 100 million Facebook members play games on the social network. How many of those will start playing FashionWeekLive is something we don't dare say, but we expect to attract a large of women between now and one year."