Newme lets Splitsvilla fans shop outfits while watching

BANGALORE: Newme, India’s Gen Z-focused fashion-tech brand, has teamed up with JioHotstar to give MTV Splitsvilla 16 fans a first-of-its-kind shopping experience. The brand’s new ‘Shop the Look’ feature lets viewers buy contestants’ outfits instantly, without leaving the screen.

Returning as the show’s official fashion sponsor for a second year, Newme is moving beyond logos and billboards into tech-led fashion innovation. With Splitsvilla continuing to shape youth culture and trends, the show provides the perfect backdrop to turn inspiration into instant action.

For the first time on an Indian reality show, fans can tap on the ‘Shop Now’ button under looks worn by female contestants, from casual athleisure to date-night and party wear, and complete the purchase within JioHotstar itself. The platform handles everything from product discovery to payment and delivery, making fashion discovery as seamless as scrolling through an episode.

“Gen Z is wired for action. They don’t want to screenshot, search, and switch apps. They want to shop now, and that’s exactly what we’ve delivered,” said Newme co-founder and CEO Sumit Jasoria.

JioStar head of entertainment sales Mahesh Shetty added, “Splitsvilla reflects how young India thinks and dresses. This integration is a natural way for fans to take inspiration straight from the screen to their wardrobe.”

Newme has also launched an exclusive Splitsvilla collection inspired by the show’s style moments, designed to appeal to Gen Z’s bold and trend-forward tastes. Fans using the in-stream shopping feature will enjoy launch discounts and free delivery, adding an extra nudge to shop on the spot.

With this initiative, Newme is proving it understands Gen Z behaviour, meeting young audiences inside the content they love and redefining how fashion, culture, and commerce intersect.