VYU, a video-first fashion shopping platform, has officially launched in Pakistan with a six-hour livestream featuring veteran actress Bushra Ansari and Instagram influencer duo Ron & Coco. The launch stream had reached 4.5 million views across Facebook, Instagram and YouTube by 9:00 PM PKT on October 24.
VYU introduces what it describes as Entertainment Commerce™, a shopping experience that combines fashion content, entertainment and online purchasing. Viewers can watch styling videos, celebrity segments and fashion discussions before purchasing featured products directly through the content.
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At launch, the platform offers women’s fashion from a range of brands, including clothing, footwear, handbags and accessories.
Celebrity-Led Fashion and Entertainment
The launch livestream featured styling segments, fashion discussions and entertainment, with Bushra Ansari and Ron & Coco sharing fashion advice, styling tips and personal anecdotes with viewers.
Farzana Sheikh, Co-Founder of VYU, said the platform aims 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,” Sheikh said. “With VYU, we wanted to bring that excitement into the digital world, creating a destination where fashion, entertainment and shopping come together naturally.”
Co-Founder Afraz Siddiqui said VYU aims to bridge the gap between discovering fashion through video and purchasing products online.
“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,” Siddiqui said.
About VYU
VYU is an Entertainment Commerce platform in Pakistan that brings together fashion content, creator-led videos and shopping in one experience. Operated by The Shopping Stream LLP, the platform was founded in 2026 by Farzana Sheikh and Afraz Siddiqui. It offers a curated selection of women’s clothing, footwear, handbags and accessories through shoppable video.
