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Alexa Chung & VILLOID set to change the way we shop with "hyper curation"

Lauretta Roberts
01 December 2017

Alexa Chung has announced a move into hyper-curated shopping by VILLOID, the styleboard app she co-founded in 2015.

From today VILLOID will be inviting some of the world's best-known influencers, starting with Chung herself, to open their own web shops within the new VILLOID platform.

A new influencer will open a store every day from well-established names to up-and-coming talent, along with some of the infuencers who have risen to prominence within the VILLOID community.

The shop owners will fill their digital rails with products they love and wear from the 4,000-plus brands stocked on VILLOID - everything from high street to high end, emerging designers and vintage - and shoppers can buy it with the click of a button.

“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," said Chung, who announced the news of her VILLOID shop on Instagram this afternoon.

VILLOID CEO and co-founder Karin Kaellman said the app, which has followers in 180 countries, had "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, personalized 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," Kaellman added.

Since 2016, VILLOID's Emerge program, in conjunction with the British Fashion Council, has been supporting emerging designers by giving them exposure through the VILLOID platform. This programme will continue and the platform stocks and promotes brands like Serena Bute, Pop & Suki and Zanzan.

According to Forbes the digital influencer $2.5bn and 92% of people now trust an influencer more than an advert.

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