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Alexa Chung's fashion platform at Scoop

This season’s edition of London’s premium womenswear trade show Scoop showcased a new tie-up with Villoid, the online fashion platform set up by model Alexa Chung and her friend, Karin Kaellman, who tells Drapers all about it.

Why did you partner with Scoop?

Scoop reached out to us. We have a lot of brands – 7,000 – but from our point of view, we wanted to promote something special, so there was an overlap there. We’re letting influencers decide what’s cool as opposed to editors, and it’s an opportunity for Scoop to get a hold of some of those brands. We don’t usually go to trade shows as we don’t hold any stock.

How did you pick the brands you’ve brought here today?

These brands are the most popular [on Villoid]. Alexa [Chung, the platform’s co-founder] has worn Hades for years, while Lovers & Drifters is recommended by our younger influencers.

What’s your aim at Scoop?

We’re not here to get orders, but to meet different brands and promote what we’re about. For us, it’s getting in front of those brands that have great-quality product and a sense of fun.

How does Villoid work?

Image recognition spots clothes and accessories on influencers’ Instagrams and matches it to the product. If someone asks where something is from, there’s now a platform for that instead of going to Google. Then you can set up a shop where you sell it to your friends.

We already have Instragram for fun and Linkedin for work, but what we want Villoid to be is somewhere you can sell the stuff you wear. We’ll be officially opening up to other influencers in a few weeks.

Why did you decide to focus on emerging designers?

We’ve always had a passion for them – Alexa is an ambassador for emerging designers at the British Fashion Council. It’s part of our DNA.

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