Fashion retailer Revolve Group and game maker Muus Collective are launching the Bellemint fashion styling game on the global market.
Following a successful U.S. launch, Bellemint is now available on Google Play and the iOS app store around the world. The game has already had more than 100,000 installs to date, said Sarah Fuchs, co-CEO of Muus Collective, in an interview with GamesBeat.
The fashion styling game from the women-led studio seamlessly merges interactive play with real-world shopping. To be clear, the game was created by Muus Collective and it belongs to them, but strategic retail partner Revolve is offering it to their customers, who can buy Revolve clothes via the game.
“We’ve seen such an incredibly positive response from our U.S. cohort. And we’re seeing interest from the broader community on social media. So we thought that Women’s History Month was the perfect time for our women-led studio to go global with our first game,” Fuchs said. “It comes just in time for some really exciting initiatives that are coming up with Revolve, our partner, which we can tell you more about soon.”
What’s interesting about this fashion game is that it has an interesting business model, where Muus partnered with a strategic retail partner in Revolve. You can try on real-world fashion items from Revolve’s catalog. You can enter your fashion selection of Revolve clothes in a contest to see if you can win votes. And if you really like the clothes, you can buy them via Revolve’s e-commerce platform. Or, if you simply want your avatar to look really good, you can buy the digital clothes with real money via in-app purchases in the game. In that case, your avatar can wear the clothes.
Revovle benefits from the game because it enables its customers to engage with its product through interactive styling challenges. Players can learn about the clothes and what styles are a good match by playing with the clothes in the game before they ever set foot in a store. They’re also more likely to go to the store because they’ve learned about the game in the brand. And players who make a Revolve purchase in the game can get more loyalty points for the first three months after they link their accounts, said Fuchs.
So far, Muus Collective has chosen not to enable players to create user-generated content, or their own fashion garments in the game. Rather, Muus is highlighting the real-world Revolve clothing as digital fashion items in the game, said Amber Bezahler, co-CEO of Muus Collective, in an interview with GamesBeat. (Is your head starting to spin like mine?).
“There is no UGC now and the reason for that is we have carefully curated luxury brand partners and we don’t want to cannibalize the wonderful products that they have,” Bezahler said. “In the future there may be an opportunity to integrate UGC. For now there is user-generated content in the form of people putting together unexpected looks under a certain theme and then sharing them to the game and sharing with their friends.”
Fuchs also pointed out that Bellemint gives players tools to be creative. You can create your own avatar, choose your face shape, your body type, your skin color, your eye color and more. You get to choose your hair color, ranging from kind of hair colors that exist in the world to hair colors that you would pay to dye your hair. You are able to then choose all kinds of garments, dresses, tops, shorts, shoes, bags, scarves, your hairstyle, and very basic looks, Bezahler said.
Since the game is a fantasy, you can dress up with costume fair wings if you like to dive into the fantasy more — wearing things on your avatar that you might not do in real life. Muus Collective saw that players could have fun being creative in their choice of outfits, even if they aren’t creating the outfits themselves.
“We want to be able to create and have that costume moment as well. So it’s both, it is rooted in real world, but we also have a fantasy element,” Fuchs said.
Muus Collective’s game is really a place where fashion lovers can also fantasize about buying expensive fashion items and use them on big occasions like a ballroom dance or a prom. In that way, the game is aspirational for fashion fans. And those who want to engage with Revolve’s renowned brand portfolio can do so in an immersive, gamified shopping experience through the game.
As Bellemint’s exclusive retail partner, Revolve continues to push the boundaries of digital fashion
engagement. To enhance the experience, U.S.-based players can now link their Revolve Loyalty accounts within the game to unlock exclusive loyalty points and even earn double points on qualifying purchases made through Bellemint for the first three months.
Additionally, players who reach level six will unlock a limited-time 20% discount code to shop on Revolve.com, further bridging the gap between virtual styling and real-life shopping. This is only the beginning – with even more exciting perks and rewards expected to launch in the coming months.
Bellemint has rapidly gained traction among fashion-forward gamers, boasting impressive engagement
metrics:
- 30-minute average daily playtime, reflecting high user interaction.
- 97% female user base, with strong engagement among young shoppers.
- 51% of players aged 18-24; 28% aged 25-34, aligning with Revolve’s core demographic.
- $252 average order value (AOV) on sales driven from Bellemint to Revolve.com.
- Over 1.6 million looks styled in-game – and counting.
Bellemint users (known as Stylists) have a strong affinity for Revolve’s top-selling categories, with dresses leading the way, followed by a mix of tops, skirts, and pants. Revolve-owned brand, Lovers + Friends, has emerged as the most-shopped brand within the game, with additional styles from Revolve and FWRD playing a key role in the platform’s success.
Bellemint’s seamless integration with Revolve’s e-commerce platform offers a truly unique shopping journey. Players can experiment with styling curated looks, customize digital avatars with diverse sizes
and skin tones, participate in daily challenges that inspire personal expression, and provide feedback on
other Stylists’ looks to spotlight the best style. The result? A deeper connection between gaming and
shopping, where digital engagement translates into real-world fashion purchases.
With Bellemint now available globally, Revolve continues to innovate at the intersection of fashion,
technology, and community, offering an aspirational yet accessible platform for the next generation of
style enthusiasts.
“We are absolutely thrilled with Bellemint’s U.S. release,” said Fuchs. “We’ve discovered a deeply captivated audience that loves Revolve and has engaged with their products over five million times in-game – styling diverse avatars with an unparalleled range of skin tones, hair textures, and body sizes with items from brands like Bronx and Banco, A.L.C., and Rococo Sand. We can’t wait to continue to connect with Revolve customers all over the world with our global expansion.”
Fuchs previously worked at Electronic Arts on The Sims titles. Those players would say they’re not gamers, but they would spend six hours playing The Sims.
“We are always looking for innovative ways to connect with our customers, and with Bellemint, we can merge gaming with real-world shopping, by offering a more immersive experience that brings our brand to life in a new way,” said Michael Mente, co-CEO of Revolve Group, in a statement. “Integrating our Revolve Loyalty program into the game allows users to unlock exclusive perks, like earning double points and accessing special discounts, so they can enjoy the full benefits of shopping with Revolve—even while gaming. This launch is an exciting step forward in bridging fashion and technology, and we’re proud to continue pushing boundaries in how consumers engage with our brand.”
“Fashion lovers want a centralized place to discover and get inspired by influencers’ closets (e.g., Instagram and TikTok), curate their own looks (e.g., Pinterest), get their friends’ input on their shopping carts, and easily click-through to purchase. Bellemint is this one-stop shop, starting with Revolve’s brands,” said Emily Wang, partner and COO at Griffin Gaming Partners. “Years ago, Revolve changed the
game of retail marketing with its influencer activations, so it’s no surprise that Revolve is at the forefront of innovating retail’s next marketing channel – mobile gaming.”
Bellemint has an active live operations calendar where updates will regularly come to the game.
“This is an exciting new phase for Bellemint as we continue to grow our audience and add more Revolve-focused features into the game,” said Bezahler. “Our women-led studio has worked closely alongside the Revolve team and their customers to ideate and develop features that will inspire and connect millions of fashion enthusiasts both digitally and IRL. The loyalty program integration is just one of many features we have planned for this year to provide a seamless shopping experience.”
Revolve Group is a fashion retailer for millennial and generation Z consumers. The company has more than 1,000 emerging brands. It was founded in 2003 by Michael Mente and Mike Karanikolas. Muus Collective has 14 full-time members and some contractors.
In fact, if you went shopping at the store, you might have a more narrow discovery moment when it comes to encountering some of the 1,000-plus fashion brands in the Revolve catalog. Through Bellemint, players can be exposed to more types of fashion themes, Fuchs said.
“You get to experience products that you may not have ever come across and fall in love with them,” Bellemint said.
Fuchs said, “Bellemint is a place for inspiration and it’s a place where you get to play with fashion. Players come and they may not know Revolve and they can fall in love with it.”
Fuchs said the players are unique when it comes to considering themselves to be gamers.
“Women often don’t characterize themselves as gamers, even though sometimes they play lots of games. So I think we have very passionate players, but we want Bellemint to be available for those who want to have a bite-sized play experience,” Fuchs said. “If they have five minutes while they’re standing in line getting coffee, they can play. Or they can sit and take their time and spend hours in the game.”
The meta narrative in the game is that players are competing to become the ultimate stylist. You can start as an assistant stylist and work your way up to be an ultimate stylist.
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