Ad technology network Fork Media has launched Hauterfly, a new digital destination aimed at millennial women interested in high quality fashion and lifestyle content.
The launch of the platform is in sync with Fork’s ambitious expansion plans into premium digital content in the highly competitive lifestyle space.
The brainchild of former fashion and lifestyle editor Zahra Khan, the site seeks to influence how urban Indian women spend their time and money online by creating original stories around fashion, beauty, décor, tech and lifestyle. As a daily destination dedicated to shopping, its aspirational yet accessible approach inspires personal style and helps women discover and shop brands they’ll love. In a nutshell, Hauterfly simplifies the shopping experience for the reader by shortening the path from inspiration to transaction via rich, trend-led editorial content.
Samar Varma, CEO, Fork Media, said, “Hauterfly is our first step towards building strong publishing assets under Fork. We see it as a natural progression, considering our strong focus on native advertising. The plan is to incubate and fund many more such disruptive content verticals under the Fork Media network with an objective to build a stronger connect with our audiences.”
Zahra Khan, CEO & Editor-in-Chief, Hauterfly, said, “Our audience connects with content in a way that’s very meaningful for brands, leading users from an editorial experience to a shoppable one. Keeping this in mind, we’re also launching a men’s vertical called Superfly very soon, which will target urban Indian men looking for original, approachable style content. We’re architecting a formidable media brand with these two ventures, as they’re poised to become vital destinations for brands looking to engage with millennial women and men.”