Alexa Chung feels "uncomfortable" buying expensive clothes.
The 31-year-old presenter is launching a new fashion app, Villoid, and wants it to reflect the way she mixes high street items with more high-end pieces.
She said: "I didn't want to lose sight of the fact that the way I put outfits together is still more high street than high-end on a daily basis. I get invited to events and I may borrow a dress, but if I'm getting something for myself it might be from Zara, mixed with something from Liberty.
"I still feel uncomfortable spending vast amounts of money on clothes. So Villoid had to reflect that."
The app allows users to create moodboards, share their style, follow friends and buy the items featured.
She explained to ELLE magazine: "I want Villoid to be fashion insiders sharing in an all-encompassing way.
"I want to be an authority on it without being condescending. More like, 'If you need help, here we are.' Fashion is a huge part of my life but I don't necessarily feel comfortable always talking about clothes on my personal social media. I wanted a purer place for the fashion stuff to live."