Alexa Chung launched the social fashion app she co-created just a few weeks ago, and already publicity is picking up steam.
To celebrate the U.S. launch, Chung hosted a pajama party on a New York City rooftop with other trendsetters such as Leigh Lezark and Harley Viera Newton. These ladies were invited for a secret preview the app, which Chung created with Jeanette Dyhre Kvisvik.
The app, which launched in Kvisvik’s native Norway a year ago, brings together social media, digital community and e-commerce. Users can post photos of their own clothes, shoes and accessories or share favorite products. Villoid users can also follow influencers like Chung for inspiration and can purchase items they like with the click of a button.
There are plenty of shoe brands that are already on board including Converse, Dr Martens, Hunter, New Balance, Nike, Reebok, Tod’s, Ancient Greek Sandals and Birkenstock. Brands can post their products on the app and users can choose to add them to their style boards or click to buy.
“You know when you wake up in the morning you’re like, ‘Oh my god what am I going to wear today?’” said Chung in the video. “I think street style is such a huge influence on so many designers these days and it’s no longer the sad little brother of the fashion conglomerate. It’s really where inspiration comes from and this is an opportunity for the first users in it to really gain a fantastic following and build a name for themselves in that world.”
This isn’t the only fashion project Chung is involved in. In her role as a contributing editor for British Vogue, she creates documentary videos in which she talks to a range of people in the fashion industry to investigate what’s happening in fashion today.
She also stars in Longchamp’s campaigns and has her own line of denim for AG Jeans, Alexa for AG.
Watch the full video below: