Flipkart unveils fashion files for lifestyle content

E-retailer Flipkart Thursday launched fashion files to provide content on lifestyle in association with Conde Nast Group for young customers.

"Targeted at fashion savvy Indian shoppers, the files will host a range of exclusive fashion diva/celebrity interviews, trend boards, brand and product stories along with lifestyle articles," the city-based company said in a statement.

Bollywood actress Ileana D'Cruz will be the face of the files in its first edition, with contributions from fashion photographers like Rohan Shreshtha and Porus Vimadalal.

"We aim to enhance the shopping experience of our style savvy customers through fashion content curated by experts. Combining commerce and content will give new dimension to our fashion category and make our e-platform a fashion destination for all," Flipkart fashion head Mukesh Bansal said.

As a division of the US-based mass media firm Advance Publications, Conde Nast has 20 print and digital media brands, including Allure, Bon Appetit, Brides, Glamour, Vogue and Vanity Fair.

Flipkart offers 20 million products across 70 categories, including books, media, consumer electronics and lifestyle.