MUMBAI: Ad technology network Fork Media has 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 expansion plans into premium digital content in the competitive lifestyle space.

The brainchild of former fashion and lifestyle editor Zahra Khan, who helms Hauterfly as editor in chief and CEO, 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.

Fork Media CEO Sama Verma 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.”

Khan adds, “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.”