Stylista, a fashion e-commerce venture from the former Times Internet Limited CEO Rishi Khiani's innovation sandbox Ant Farm, has gone live. This is AntFarm's third venture after launching advertising venture Fork Media in April 2013 and travel venture Arrive in July 2013, which is currently in closed beta. Khiani notes this is the first consumer company being launched by Ant Farm. Founded by Avnish Chhabria, Rishi Rajani and Anjana Sharma (who ran Lakme Fashion Week in 2011 and 2012), Stylista is an online private label wherein the company collaborates with select Indian designers to create a fashion collection, manufacture them in-house and retail them on its online store. Speaking to Medianama, Khiani said the focus here is on providing affordable designer wear and high street clothing from prominent fashion designers, which otherwise wouldn't be affordable for consumers. Designers: Stylista has signed up around 30 designers until now, of which six designers Nishka Lulla, Wendell Rodricks, Priyadarshini Rao, Rinku Dalamal, Tanya Sharma and Yogesh Chaudhury will be showcasing their collection at launch and other designers like Masaba Gupta and Neeta Lulla will be showcasing their collection in the following weeks. This is in addition to Stylista's own private label. The company plans to introduce a fresh new collection on Stylista every few weeks, although to make these collections exclusive, it produces a limited number of garments in each collection and it is rarely repeated. We are a bit curious to see whether Stylista will work when other private labels like SherSingh haven't worked in the past, but Khiani believes…
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