beauty app

Decoded Fashion - Weekly Stories - NYFW App
Image source: Behance

TV presenter, model and general style guru Alexa Chung has turned her hand to tech as co-founder of new style app Villoid, which allows users to create fashion-based mood boards and browse, ‘love’ and purchase apparel. Chung, who worked on the app alongside entrepreneur Jeanette Dyhre Kvisvik, cites Cher Horowitz’s virtual wardrobe planner in the film Clueless as the inspiration behind Villoid.

Parallels can be drawn between Villoid and Polyvore – the fashion scrapbooking site acquired by Yahoo earlier this year, which claims to attract the “largest community of tastemakers” on the web. But unlike Polyvore, Villoid allows users to make purchases within the app, as well as ‘follow’ brands of interest. High-end labels like Saint Laurent and Christopher Kane rub shoulders with high-street stalwarts New Look, Mango and Topshop on Villoid – users not only have the ability to create fantasy high-fashion outfits, but also the option to purchase items within their preferred price bracket.

The app is currently only available on iOS, but an Android version is said to be in the works. Villoid has accrued more than 6,000 followers on Instagram and, according to Chung, around 10,000 Villoid collages were created the day after launch (September 8). Will Villoid really change the way the Instagram generation engages with fashion, or is Chung’s endorsement the main reason people are getting on board? Only time will tell.

Elsewhere, app developers are gearing up for New York Fashion Week. A free NYFW app has been released, which promises to show live streams from the catwalk as well as inform attendees of any late-running shows, venue changes or traffic delays.

Meanwhile, Marc Jacobs Beauty has struck a deal with Vênsette – the on-demand beauty service app that offers trained hair stylists and make-up artists available to visit clients at home – to be the brand’s exclusive make-up partner for NYFW. Catherine Gore, global vice-president of Marc Jacobs Beauty, told WWD she classed the partnership as “a strategic way for us to deliver best-in-class beauty to a highly engaged audience”

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Reported by Grace Howard

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