Fashion Life is a mafia genre game.
The player becomes a rookie model who buys clothes and various accessories, goes to the hairdressing salon, takes part in fashion contests and shows, competes with other players in popularity, chooses a job, gets a salary and can deposit money in a bank. The user’s aim is to become the most popular supermodel. The main value is the character’s influence which raises the user’s status in the game community. The stronger is the influence, the more chances gets the player to win beauty contests. The second-order values are clothes and accessories. Friends can become assistants and thus reduce the user’s expenditure. They can also vote for the user’s character during various contests and help each other by other means.
The audience of the game mostly consists of females â€“ teens and young women who have ever dreamed of the supermodel’s career and glamourous life.