Everyone has an app strategy these days, and that includes Vogue and Vanity Fair publisher Condé Nast.
Its first release is catwalk-based 'endless strutter' Fashion Hazard.
In this you (and when we say that we mean teen girl, young women or maybe metrosexual lad) have to go against the clock to conquer the catwalks of New York, London, Paris and Milan.
Starting out as Kansas-born (where else?) wannabee model Ellie Redburn, you have to tap, tilt and swipe to ensure you don't trip and fall over, while dodging flying objects and fending off photographers.
Basically, the game's all about keeping in time, staying in line and ensuring you're wearing the right season to succeed.
Of course, fashion ain't anything without an audience, so you can compete with other players via Game Center leaderboards and achievements, or sharing your progress via Facebook and Twitter.
The boutique offers the opportunity to purchase model packs, bling bundles and Fashion Hazard-themed digital goods, such as wallpapers and ringtones.BFF
Significantly, the game also hooks up with Frenzoo's Style Me Girl game.
In this way, players can dress their avatars for a Fashion Hazard runway show in New York or have a fashion week afterparty with a Fashion Hazard intern.
And as well as earning Style Me Girl achievements, Fashion Hazard players will have access to special Style Me Girl wallpapers, and there will be in-app promotional placements and sweepstakes.
Fashion Hazard is out now for iPad and iPhone, priced 99c, €0.79 or 69p.
Fashion Hazard is now also available for the NOOK Tablet and NOOK Color, priced $2.99 [store link]