Why Net-a-Porter’s Kay Barron is betting on live shopping with her new venture
After more than a decade shaping the fashion identity of Net-a-Porter as its Fashion Director, Kay Barron has left the luxury e-tailer to launch VVEND - a new video commerce creative agency set to redefine how fashion brands engage and sell through shoppable content.
Barron’s launch partner is Bambuser, the Swedish tech platform powering livestream shopping for over 250 brands, including Victoria Beckham and LVMH. Together, the two are betting on the next frontier of digital retail: "shoppertainment" - where storytelling, live interaction and commerce merge into one experience.
VVEND was born out of Barron’s own success hosting Net-a-Porter’s livestream shopping series, which allowed customers to buy looks in real time while engaging directly with stylists and hosts. The concept became one of the platform’s most engaging content formats and inspired her to build a dedicated agency helping other brands do the same.
"VVEND was born out of a shared belief with Bambuser that video commerce isn’t just a trend - it’s a fundamental shift in how brands connect and build relationships with their communities," Barron said. "Together, we’re empowering brands to create more meaningful interactions through authentic storytelling, expert product curation, entertainment and human connection."
As a creative and strategic agency, VVEND offers end-to-end video commerce solutions for fashion, beauty and lifestyle brands, including content strategy, live shopping workshops, hosting, talent training and production. The agency helps brands translate their creative identity into engaging video content that drives both emotion and conversion.
Maryam Ghahremani, CEO of Bambuser, added: "Few people have as much first-hand knowledge of live shopping as Kay. We’re excited to work with VVEND as we continue to provide brands with the tools and confidence to activate shoppable video, an increasingly essential way to engage today’s digital audiences."
As e-commerce enters its next era, video-first storytelling is fast becoming fashion’s most powerful selling tool.
