Alexa Chung Has A New Shopping App

We review it to see if it’s worth the download

Earlier this week, It girl Alexa Chung launched a fashion app. Not that you’d guess what the app is about by its name: Villoid, which sounds more like something you apply to treat a rash.

She posted the above pic on Tuesday with the caption, “I am pleased and proud to announce that the secret app I have been working on for months is now available on the App Store today!! …With love, Alexa Zuckerberg-Chung.”

But...another fashion and shopping app? Do we really need one more in our already-packed phones? I downloaded it anyway in the name of research.

First impressions first - the app is slick and polished. It’s easy to navigate and after playing with it for a while, I realised that Villoid is basically a shopping Instagram with elements of ShopStyle and Polyvore

Like Instagram, you have a feed where you follow retailers. I like the mix of both high-street and high-end here: There’s everything from Asos and H&M to Burberry Prorsum and Miu Miu. Instead of pictures, you post Polyvore-esque boards that can be a combination of inspiration shots and shopping must-haves - kinda old school!

You can also “like” product pictures or boards, which will turn up in your Love List and Loved Boards. 

The feed is useful – there are hourly updates on new arrivals of, say, Asos White (a premium line from the e-shopping giant) that sometimes gets lost in all the merchandise that the site carries. (I quickly find out what’s freshly on sale at Opening Ceremony.)

Villoid users seem to be very active, so it’s easy to tell how well-loved an item is, based on their likes. And all you need is one click to buy it on the original site, such as ShopStyle.

On the “Discover” tab, there’s a list of the hottest products available on Villoid’s partnering brand and boutique e-stores, along with the prices. It’s a great yardstick for what’s popular: The Saint Laurent Monogram Université bag in black, a pair of lace-up Gianvito Rossi heels, a marbled Balenciaga leather box clutch that was going for £729 (S$1,600) at

After browsing for a bit, I click the “Buy” button and reach for my credit card. Uh-oh…

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