Alexa Chung pairs fashion and beauty looks with Villoid app


The British model has co-founded an app featuring Eyeko, Rimmel, NARS and L'Oréal

Alexa Chung, a model, television presenter and Contributing Editor at British Vogue, has co-founded an app that aims to help consumers put their outfit and beauty look together in the morning.

The new Villoid app is being dubbed a ‘virtual dressing room’ and is said to be inspired by the scene from 90s US coming-of-age comedy film Clueless where Cher’s computer helps generate different outfit combinations.

While the app is predominantly focused on clothing, Villoid’s CMO Karin Kallman confirmed with CBN that it is currently also featuring some beauty brands including Eyeko – which Chung is currently the Ambassador for and has created an eye make-up collection with – NARS, L’Oréal and Rimmel. More beauty brands are slated to be coming soon as the app’s users “love to pair outfits with the right lipstick and nail polish”, Kallman acknowledged.

Chung said: “I suppose that scene in Clueless where the computer puts an outfit together from Cher's wardrobe really stayed with me. Clothes are fun, making mistakes is fun, being inspired is fun. Villoid celebrates the process of getting dressed and showing your friends.”

To create the app, Chung teamed up with tech entrepreneur Jeanette Dyhre Kvisvik and her team, who had been pursuing a similar app idea. “Alexa and I immediately bonded, merging our ideas and utilising her style genius, we have managed to make the best dressed app on the market,” said Dyhre Kvisvik.

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Users of Villoid can upload products and photos onto mood boards, follow friends and style icons. There is an option to click a ‘buy button’ directly from the app.