VYU, a video-first fashion shopping platform, is now live in Pakistan after a six-hour launch livestream fronted by veteran actress Bushra Ansari and Instagram creator duo Ron and Coco. The stream had already pulled in 4.5 million live views across Facebook, Instagram and YouTube by 9:00 PM PKT on October 24, a strong opening that suggests the format struck a chord with viewers who already spend much of their time watching fashion content online.
The platform is built around what its founders call Entertainment Commerce, a simple idea that shoppers should be able to watch styling content, celebrity segments and fashion discussions and then buy the items featured in the video without leaving it. At launch, VYU offers women’s fashion from a range of brands across clothing, footwear, handbags and accessories, with the launch stream mixing styling segments, fashion talk and entertainment as Bushra Ansari and Ron and Coco shared styling tips, fashion advice and personal stories with the audience.
Co-founder Farzana Sheikh said shopping has always been about more than simply buying a product, describing it as a way to discover new styles, find inspiration and enjoy the experience itself. She said VYU was created to bring that excitement into the digital world, creating a place where fashion, entertainment and shopping come together naturally rather than sitting in separate corners of the internet. Fellow co-founder Afraz Siddiqui made a similar point, noting that Pakistanis already discover fashion through video and creators but still have to leave that content to go shopping somewhere else, a gap he said VYU is designed to close.
VYU is available at vyucart.com and is operated by The Shopping Stream LLP, having been founded in 2026 by Farzana Sheikh and Afraz Siddiqui. Whether the platform can hold on to its launch audience will depend on whether its shoppable videos stay fresh and its range stays appealing once the novelty of the opening show wears off. For now, though, the launch numbers show there is a ready audience in Pakistan for fashion shopping that starts with a video rather than a search bar.
