Fashion, entertainment and digital shopping came together as VYU, a video-first fashion shopping platform, officially launched in Pakistan with a six-hour celebrity-led livestream featuring veteran actress Bushra Ansari and popular Instagram influencer duo Ron & Coco. The launch stream had reached 4.5 million views across Facebook, Instagram and YouTube as of 9:00 PM PKT on October 24.
Bringing a fresh approach to the online fashion experience, VYU introduces what it describes as Entertainment Commerce — a format that combines fashion inspiration, engaging video content and online shopping in one place. Rather than browsing product listings alone, viewers can discover styles, watch fashion discussions and explore featured products before purchasing them directly through the video experience.
The launch livestream blended fashion, lifestyle and entertainment, with Bushra Ansari and Ron & Coco sharing styling ideas, fashion advice and personal anecdotes with audiences. The celebrity-led format aimed to make online shopping more interactive, allowing viewers to engage with fashion content while discovering products in real time.
The participation of Bushra Ansari, a veteran figure in Pakistan’s entertainment industry, added a familiar celebrity presence to the launch, while Ron & Coco brought a creator-led dimension to the event. Their involvement reflected the growing role of celebrities and social media personalities in shaping fashion discovery and consumer trends.
“Shopping has always been about more than buying products. It is about discovering new styles, finding inspiration, and enjoying the experience,” said Farzana Sheikh, Co-Founder of VYU. “With VYU, we wanted to bring that excitement into the digital world, creating a destination where fashion, entertainment and shopping come together naturally.”
“Pakistanis already discover fashion through video and creators, but they still have to leave that content to go shop somewhere else. VYU closes that gap,” said Afraz Siddiqui, Co-Founder of VYU.
A New Digital Destination for Fashion
VYU brings women’s fashion into a video-first shopping environment, offering a selection of clothing, footwear, handbags and accessories from a range of brands. Its shoppable-video format allows customers to move from fashion inspiration to product discovery and purchase within the same experience.
The platform reflects a broader shift in digital retail, where video content and creator-led recommendations are becoming an increasingly prominent part of how consumers explore products online. By combining entertainment with shopping, VYU aims to create a more engaging alternative to conventional e-commerce browsing.
Explore VYU
VYU is operated by The Shopping Stream LLP and was founded in 2026 by Farzana Sheikh and Afraz Siddiqui. The platform is now available in Pakistan, offering curated women’s clothing, footwear, handbags and accessories through its video-led shopping experience.
Consumers can explore the latest collections, discover featured products and shop online at www.vyucart.com.
