Myntra has launched a new marketing campaign titled 'Fashion As YOU Like It', featuring actor Kiara Advani. The campaign centres on personal style and the influence of social trends and opinions on fashion choices.
The campaign consists of six short films showing different scenarios in which individuals navigate expectations around fashion and personal expression. The films also feature appearances by filmmaker Karan Johar and social media personality Orry.
According to the company, the campaign highlights how consumers increasingly encounter fashion advice and commentary through social media, online trends and peer opinions. The films present situations where the lead character experiments with different styles while navigating these influences.
The campaign also draws attention to a dedicated 'Fashion As YOU Like It' section on the Myntra platform. The section features a mix of international labels such as Forever New, Desigual, Aldo, Guess, Bershka, Mango, H&M, Next and Trendyol.
Alongside international brands, the platform is also highlighting Indian direct-to-consumer labels through its 'Freshly Found' discovery feature. Brands featured there include Rareism, Sage by Mala, Cai, Sotbella, Miakee, Theatre, Doodlage, Urban Suburban and House of Fett.
Myntra said the campaign also highlights features such as easy returns and product discovery tools that allow users to try different styles while shopping online.
The films depict a range of everyday situations, including responding to fashion advice, experimenting with outfits at home and navigating trends seen online. Some segments also reference global fashion influences and emerging digital-first brands available on the platform.
The campaign has been developed by Tilt Brand Solutions and will run across digital and social media platforms.
