VYU Launches in Pakistan with Celebrity-Led Fashion Livestream

VYU, a video-first fashion shopping platform, has launched in Pakistan with a six-hour livestream featuring veteran actress Bushra Ansari and social media influencer duo Ron & Coco. The launch stream recorded 4.5 million views across Facebook, Instagram and YouTube by 9:00 PM Pakistan time on October 24, 2026, according to the company.

The platform aims to bring fashion discovery, entertainment and online shopping together through a format it calls “Entertainment Commerce.” The approach allows users to watch fashion videos, explore styling ideas and discover products before purchasing them through the video shopping experience.

The launch event combined fashion, lifestyle and entertainment. Bushra Ansari and Ron & Coco shared styling suggestions, fashion advice and personal anecdotes with viewers, using celebrity and creator-led content to make online shopping more interactive.

VYU Combines Fashion Content with Online Shopping

VYU offers women’s fashion products, including clothing, footwear, handbags and accessories from various brands. Its shoppable-video format is designed to help customers move from inspiration to product discovery and purchase in one digital experience.

The company says this model responds to how consumers increasingly discover fashion through online videos and social media creators. Instead of leaving the content to search for products elsewhere, users can explore featured items within the shopping experience.

Farzana Sheikh, Co-Founder of VYU, said shopping involves more than purchasing products, as customers also seek inspiration and the experience of discovering new styles. She said the platform aims to bring these elements together digitally.

Co-Founder Afraz Siddiqui said Pakistani consumers already discover fashion through videos and creators but often have to leave that content to complete a purchase elsewhere. VYU aims to connect these two activities.

Celebrity and Creator-Led Commerce

Bushra Ansari’s participation brought an established entertainment personality to the launch, while Ron & Coco added a social media creator perspective. Their involvement highlighted the role celebrities and digital creators can play in fashion discovery and consumer engagement.

VYU’s launch comes amid a wider shift in digital retail towards video-based product discovery and creator-led recommendations. By combining entertainment content with shopping features, the platform aims to offer an alternative to traditional online stores built mainly around product listings.

The company’s initial launch livestream attracted millions of views across three major social media platforms, giving VYU an early audience for its video-first approach to fashion retail in Pakistan.