Alexa Chung is expanding her fashion app, Villoid, into a place for “hyper curated” shopping by enabling style influencers to sell directly to their fans through their own web stores.
From December 1, a new shop owner is being announced everyday, starting with Chung herself. The initiative takes heed of the fact 92% of consumers reportedly trust an influencer over an advert, according to Forbes.
Each individual style maven showcased will fill their digital rail with the products they love and wear from the 4,000 brands that Villoid stocks.
“Looking for an Xmas party outfit? Head into Poppy Delevingne’s dress section. Lusting after that printed tee you saw Gia Coppola wear on Instagram? It’s there in her shop,” the write-up reads.
“I’m so excited to be launching this next phase of VILLOID alongside some incredible women with enviable taste – some are friends, some I just stalk and others are people I’m sure you’ll come to know and love. I’m intrigued to see what they do with their shops and look forward to sharing this journey with you all,” Chung commented.
Villoid CEO and co-founder, Karin Kaellman, added: “In the two years since our launch, we have developed a strong international brand, a solid tech platform, a stream of magnificent brands applying to become part of our ecosystem – and most importantly a warm community of women of all ages, persuasions and locations. It was only natural that we strap on our working gloves and build this new angle to our platform – to give our fans what they’ve been calling for – an accessible, personalised and hyper curated shopping experience with a nifty buy button. Killing three birds with one stone, we simultaneously allow style influencers to side-step the typical hassles of opening their own stores from scratch, and allow brands to be authentically and organically endorsed by some of the most stylish ladies on the planet.”
Villoid now has users in over 180 countries, with the average one spending 20 minutes a day on the app – the same as Instagram.
One of the continuing focuses for the platform will be on emerging design talent. Villoid has run its “Emerge” programme with the British Fashion Council since 2016; supporting young designers by giving them exposure through the platform.