Celebrity stylist to curate collections and guide India’s fashion-tech platform
Celebrity stylist Anaita Shroff Adajania has joined fashion-tech platform Zilo as Style Director and equity partner, entering into a long-term strategic partnership aimed at strengthening the company’s curated, quick-commerce fashion offering.
Under the agreement, Adajania will lead fashion curation on the platform, including exclusive edits, trend-driven collections and onboarding of new brands, Zilo said, adding that her equity participation reflects a deeper alignment with the company’s long-term vision.
“Zilo has always been about delivering not just what consumers want, but what they didn’t know they needed, instantly. Having Anaita coming on board as an equity partner and strategic ally will take that mission to the next level,” said Bhavik Jhaveri, Co-founder and CIO, Zilo.
The company said Adajania’s curated selections will be available through a dedicated section on the Zilo app, allowing users to shop complete looks, try products at home and return items instantly. The company said the edits are designed to translate celebrity and runway styling into everyday, wearable fashion, allowing consumers to shop complete looks, try them at home and retain what they prefer.
“Our goal has always been to merge the thrill of discovery with the speed of technology. Anaita’s decision to invest in Zilo is a strong validation of that vision,” said Padmakumar Pal, co-founder and chief executive officer of Zilo.
Adajania said the partnership reflects changing consumer behaviour in fashion retail.“The way India shops and engages with fashion is evolving, and I wanted to back a platform that truly understands and is building for this shift,” she said. “Investing in Zilo feels like a natural decision because of its clarity of vision; combining speed, accessibility, and a strong editorial point of view.”
Founded by former Flipkart and Myntra executives, Zilo operates a hybrid supply model using dark stores and brand outlets, delivering fashion from over 100 national, international and direct-to-consumer brands in under 60 minutes in select cities. The company offers features such as home trials, instant returns and personalised style recommendations.
