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Alexa Chung launches new shopping app

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Alexa Chung's list of accolades already includes TV presenter, author, style icon and designer – and now the 31-year-old can add tech entrepreneur. The British beauty revealed this week that she is launching a new shopping app, Villoid, in the latest move to expand her ever-growing empire.

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Alexa Chung revealed she is launching a new shopping app called Villoid

The style icon unveiled her exciting new project with her 1.8 million Instagram followers, humorously describing herself as "Alexa Zuckerberg-Chung", a nod to Facebook creator and tech legend Mark Zuckerberg.

"I am pleased and proud to announce that the secret app I have been working on for months is now available in the App Store today!!!" She captioned the quirky photo of herself posing with a vintage phone and her iPhone, with the app open on the screen.

"Link in bio. It's called VILLOID (more on that later) and I would love you to play with it and let me know what you think. With love, Alexa Zuckerberg-Chung @villoid #villoid."

Alexa is often hailed as a modern day style icon

The new free app, available in the Apple Store, will allow users to follow brands, mood boards and fellow shoppers, with all the pieces appearing onscreen – including labels from ASOS to Miu Miu, available for purchase.

"It's going to make shopping easier," Alexa told Elle. "So we all have time to do more important things. Like dance."

Despite the new app focusing on fashion, and the fact that she is often hailed as a modern style icon, Alexa has previously admitted that she sometimes struggles when it comes to talking about style.

"I don't know really what to talk about with clothes," she told Grazia. "I'm alright designing and wearing them, but when I have to talk about them I feel like I'm in an art class, kind of like 'well this represents sadness' so I'm just going to give you the names of them."

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