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Flipkart has launched its latest content initiative to promote India Ka Fashion Capital. The brand has partnered with Firstpost to create a web series powered by Flipkart Fashion and produced by Firstpost Studio.

The show features a cutting edge concept which revolves around exploring breakthrough fashion trends and their genesis. Hosted by Ira Dubey, the show takes to the streets of Indian cities to discover how they contribute to the fashion scene of the country. 

The digital series not only shows the current fashion trends in Indian cities but also digs deeper into the evolution of those trends that influence Indian styles. Presented in a five part series of 8 – 10 minutes each, the episodes are in a documentary format thereby establishing a stronger connect with the audience.

Sushanth Ravikumar, Associate Director - Brand Marketing, Flipkart, said, “India's local fashion markets play an integral role in molding the country's fashion culture. Flipkart aims to recreate and improve on the best aspects of these markets. This web series explores what makes Flipkart Fashion 'India Ka Fashion Capital' in a manner that is genuinely interesting and our partnership with Network18 Digital enables us to reach a diverse audience with quality content."

Commenting on the new show, Azim Lalani, Business Head of English General News Cluster, Network 18 said, "Our priority has always been to engage a diverse set of audience with strong, original and one-of-its-kind content. Our offerings to our viewers are accentuated by effective collaborations with brands such as Flipkart. It’s a two-way association where our content significantly highlights the brands’ efforts and assists them with achieving their communication goals. For Flipkart’s India Ka Fashion Capital we have creatively reinforced the platform’s standing as one-stop-destination for all things fashion."

The series was launched on August 27 on Network18 Digital websites and on Firstpost and Flipkart’s YouTube channels.