#FASHION AND DESIGN
Alexa Chung
ALEXA CHUNG is using her community-focused shopping app Villoid to promote the work of emerging British designers in her capacity as an ambassador for the BFC - Villoid Emerge.
The app, which was named Best New App in over 100 countries by Apple when it launched in November last year, allows its users to share inspirational fashion images with one another, giving profiled designers the opportunity to use it as a profitable marketing tool.
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"I am extremely happy to announce that we have launched an initiative which aims to support new and upcoming design talent by giving them the opportunity to showcase their collections across our global platform," said co-founder and creative director Chung. "I've always been incredibly passionate about emerging designers and with so much talent out there I'm excited to use this opportunity to discover great new brands and give them the visibility and support they might need at this stage in their careers."
"I've always been incredibly passionate about emerging designers and with so much talent out there I'm excited to use this opportunity to discover great new brands"
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Chung, who has the support of the BFC's prestigious Newgen initiative, will be selecting brands that are deemed to benefit the most from the exposure who are encouraged to apply to the program through Villoid.com.
Picture credit: Rex
"Alexa joined the British Fashion Council as an ambassador to help promote our emerging brands in the early stages of their careers and it's exciting to see that she's expanding her influence and support for emerging design through her new app," said Caroline Rush, CEO of the BFC.
"Villoid Emerge wasn't something we dreamt up," said Jeanette Dyhre-Kvisvik, CEO of the platform. "Coupled with Alexa's dedicated drive and passion in supporting emerging designers and brands, our community had begun requesting for lesser known brands to be featured on Villoid. Simultaneously, hundreds of smaller brands reached out to us, asking to showcase and sell their collections on our platform. We're thrilled to finally be able to support smaller and emerging brand whilst also offering our community something that we feel is really special."
The announcement comes soon after Chung's award-winning documentary series for BritishVogue looked into the future of the fashion industry. In the interactive series, Chung spoke to many established and emerging designers - as well as key industry influencers - about where they thought the fashion world is heading. See the series in full here.
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