Having raised $23 million in its first VC round in May, partly to invest in mobile games, social publisher CrowdStar is already making good on that promise.

Top Girl is its first mobile-only game, which as the title suggests is based around shopping, fashion and modeling, and builds on the experience from CrowdStar's successful It Girl Facebook game.

Dress to impress

A freemium iOS release, Top Girl uses the virtual shopping mechanic, challenging players to climb the fashion social ladder, collecting money by doing modeling jobs, buying new outfits, and going to clubs.

The game also has a dating feature, allowing you to flirt and snag a boyfriend who will give you gifts, and CrowdStar is already in talks with brands and agencies about including them within the game.

Doing it for the ladies

"While resource management games appear to be succeeding in mobile social gaming, we felt that a role-playing game - especially for females - would establish a new category and opportunity for CrowdStar," said Blair Hamilton, head of the company's mobile studio.

"We leveraged our success with It Girl, but designed the gameplay and economy from scratch, specifically for a mobile device. We don't require Facebook or Facebook Connect to play Top Girl because we expect a different set of users to play this game."

CrowdStar says studies have found women make up almost 50 percent of mobile social gamers, and it believes this audience is under-represented in terms of available content.