Celebrities Poppy Delevigne, Kelly Osbourne, Nick Grimshaw, Leigh Lezark, and Mark Ronson all turned out for the launch of Alexa Chung’s new app, Villoid.

The model/television presenter/British Vogue contributing editor/tech entrepreneur hosted one hell of a British Tea Party-themed celebration for the style, fashion, and shopping app in The Garden at The Hollywood Roosevelt, complete with Pimm’s Cups and scones with cream.

“Silicone Valley sounds like a bouncy castle I want to play on.”

+ Alexa Chung launched Villoid with a garden tea party at The Hollywood Roosevelt. Photos by Randy Shropshire/Getty Images

Described as “your very own endless dressing up box”, Villoid allows users to create style boards, follow friends and fashion inspirations as well as brands like Acne, Marc Jacobs, and Chloé, and then shop the looks. Like a mix of Instagram and Pinterest, with the added bonus of a ‘buy’ button.

• Story by Ariel Katz