Alexa Chung, style hero and the Pied Piper of trends, has launched a fashion app called Villoid - which sounds exciting in principle, but what does it do?
After spending a good half an hour playing on it in the good name of investigative journalism, this is what we have learned:
The idea is you upload photos of products and style icons that you love to create a fashion moodboard that all your friends can see. There's a click to buy option for you to shop from affiliate sites there and then.
This idea really appeals to us. The app enables you to follow key bloggers and style mavericks, like Chung, to see what they're coveting or inspired - a virtual equivalent of looking at someone's shopping list - and then like it like you would on Instagram.
"I suppose that scene in Clueless where the computer puts an outfit together from Cher's wardrobe really stayed with me," said Chung. "Clothes are fun, making mistakes is fun, being inspired is fun. Villoid celebrates the process of getting dressed and showing your mates."
The app is available free on iTunes to download now, although we foresee money being spent shopping on it anyway…
Users are notified when an item is declared a must-have by their community of friends and followers. So, basically, you'll find out very quickly if an item is about to sell out or become a key season piece.
