The Voice of Fashion aims to create a shift in the overall experience in the consumption of content blending the newsy and urgent tone of a daily paper, features of a magazine and video series of a digital portal. 

Positioned to become the leadership voice in the fashion industry, it aims to become a go-to guide for consumers of fashion in India. Primary partners for the website are INIFD, Good Earth, House of Anita Dongre, Apple Music and Fashion Revolution. 

The primary homepage buckets comprise of Centrestage (that reflect strong stories that comment on the state of fashion), Watch (the videos section which can be viewed on Facebook), Fabric of India (which captures the craft and handloom from across the country), Intersections (this stretches the arc of fashion to its intersections with cinema, culture, politics, society, literature, art), Sustainability, Real Shop (an e-commerce guide with no plugs) and Smart Talks that brings fashion talent closer to design students. 

The website is poised to have a clean, elegant, stylish feel bringing about a balance of visual appeal and sharp content. The approach to fashion is democratic, informative, analytic and entertaining.