Mumbai: Leading ad technology network Fork Media today launched Hauterfly (www.thehauterfly.com), 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 stylish 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, says, “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. In Zahra we have found an extremely capable founder for this venture, as she has over 13 years of experience in the fashion, lifestyle and luxury business, and comes with a deep understanding of the pulse of consumers.”

Zahra Khan, CEO & Editor-in-Chief – Hauterfly, says, “Hauterfly is focused on engaging millennial women in a meaningful way, by giving them relevant, fun and useful style and beauty advice. As an independent, digital-first media startup, we’re setting the standard for premium lifestyle content online. 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.”

With over 13 years of rich experience, Zahra Khan has worked with some of the biggest names in national media, including the Times Of India (where she was fashion and culture editor for Bombay Times), the luxury lifestyle magazine HELLO! and the TV news channel Times Now. She was also part of the core team that launched, marketed and distributed the luxury brands Gucci, Jimmy Choo and Bottega Veneta in India in the initial years.