KARACHI, October 25, 2026: VYU, a video-first fashion shopping platform, has officially launched in Pakistan with a six-hour celebrity-led livestream featuring veteran actress Bushra Ansari and popular Instagram influencer duo Ron & Coco, attracting 4.5 million views across social media platforms.
According to the company, the launch livestream had recorded 4.5 million views across Facebook, Instagram and YouTube by 9:00 PM Pakistan Standard Time on October 24.
The launch introduces a shopping experience that combines fashion entertainment, influencer-led content and online purchasing, allowing customers to discover and buy products directly through videos.
VYU operates on a model it calls Entertainment Commerce, which integrates fashion discussions, styling demonstrations and celebrity appearances with online shopping.
The platform initially focuses on women’s fashion, offering clothing, footwear, handbags and accessories from multiple brands.
Bushra Ansari and Ron & Coco headline launch
The six-hour launch event featured styling sessions, fashion discussions and entertainment segments hosted by Bushra Ansari and Ron & Coco.
During the livestream, the celebrities and influencers shared fashion advice, styling tips and personal experiences with viewers.
The event was designed to demonstrate how shoppers can engage with fashion content while purchasing featured products without switching to a separate shopping platform.
Unlike conventional online shopping websites, VYU places video content at the centre of the shopping experience, combining product discovery with entertainment and creator-led recommendations.
Founders highlight changing shopping habits
Farzana Sheikh, Co-Founder of VYU, said the platform was developed to make online shopping more engaging by combining fashion discovery with entertainment.
“Shopping has always been about more than buying products. It is about discovering new styles, finding inspiration, and enjoying the experience,” she said.
“With VYU, we wanted to bring that excitement into the digital world, creating a destination where fashion, entertainment and shopping come together naturally.”
Afraz Siddiqui, Co-Founder of VYU, said the platform aims to simplify the journey from discovering fashion through online videos to purchasing products.
“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,” he said.
Video-led shopping enters Pakistan’s fashion market
Founded in 2026 by Farzana Sheikh and Afraz Siddiqui, VYU is operated by The Shopping Stream LLP.
The platform brings together curated women’s fashion collections and creator-led shopping videos, enabling customers to explore products through styling content and entertainment.
Its product categories include women’s clothing, footwear, handbags and accessories.
With the launch, VYU is seeking to establish a video-led shopping experience in Pakistan’s online fashion market, connecting fashion brands, content creators and consumers through a single digital platform.
The service is now available to customers across Pakistan through its online platform.