Leading fashion e-commerce platform Myntra has unveiled its latest brand campaign, “Fashion As YOU Like It,” featuring Bollywood actor Kiara Advani. The campaign focuses on empowering women to embrace fashion as a personal expression rather than conforming to societal norms or trends.
Myntra has launched an innovative campaign titled “Fashion As YOU Like It,” aimed at redefining how individuals perceive and engage with fashion. The campaign centers on the idea that style is deeply personal and should not be dictated by external influences such as trends, social media opinions, or societal expectations.
Featuring Kiara Advani as the face of the campaign, the initiative highlights how modern women can reclaim their style choices and express themselves confidently. Through a series of six engaging films, the campaign narrates relatable scenarios that reflect everyday fashion dilemmas and the pressures many women face.
The campaign films present situations that resonate with audiences across age groups. From dealing with unsolicited fashion advice to navigating constantly changing trends, the narratives focus on real-life moments that influence how women dress.
In each scenario, Kiara Advani portrays a confident individual who chooses to prioritize her personal preferences over external validation. The storytelling emphasizes that fashion is not about meeting expectations but about expressing individuality.
The campaign also features appearances by filmmaker Karan Johar and social media personality Orry, adding a lighthearted and engaging dimension to the narrative. Their presence introduces humor and playful conversations around fashion choices, further reinforcing the campaign’s central message.
As part of the campaign, Myntra is also highlighting its extensive catalog of international and homegrown brands.
The dedicated “Fashion As YOU Like It” section on the platform features globally renowned labels such as:
Forever New
Desigual
Aldo
GUESS
Bershka
Mango
H&M
Next
Trendyol
Myntra currently hosts over 450 international brands and has added more than 40 global labels in 2025 alone, strengthening its position as a leading destination for global fashion in India.
In addition to global labels, the campaign also promotes homegrown brands through Myntra’s “Freshly Found” feature. This section focuses on emerging digital-first direct-to-consumer (D2C) brands that are gaining popularity among younger audiences.
Some of the highlighted brands include:
Rareism
Sage by Mala
Cai
Sotbella
Miakee
Theatre
Doodlage
Urban Suburban
House of Fett
Myntra currently hosts more than 2,700 D2C brands across fashion, beauty, and lifestyle categories, showcasing its commitment to supporting emerging designers and entrepreneurs.
Speaking about the initiative, Neha Gulati, Senior Director of Brand Marketing at Myntra, emphasized the importance of individuality in fashion. She highlighted that the campaign celebrates the freedom to dress confidently and authentically, whether one prefers bold or subtle styles.
Actor Kiara Advani shared her personal connection to the campaign, stating that fashion has always been a reflection of her mood and personality. She noted that the campaign resonates with the idea that fashion should feel liberating rather than restrictive.
Adarsh Atal, Chief Creative Officer at Tilt Brand Solutions, added that the campaign’s core message is simple yet powerful: fashion should feel personal, not prescriptive.
One of the key strengths of the campaign lies in its ability to challenge traditional fashion norms. The films explore themes such as:
Age-based fashion stereotypes
Social media judgment
Peer pressure in style choices
Through witty dialogues and engaging storytelling, the campaign dismantles these stereotypes and encourages viewers to embrace their unique sense of style.
A particularly notable element is the interaction between Kiara Advani and Karan Johar, where fashion trends are debated in a humorous yet thought-provoking manner.
The campaign also highlights Myntra’s user-friendly features that enable experimentation with fashion.
One such feature is the platform’s seamless return policy, which allows users to try different styles without hesitation. This encourages shoppers to explore new looks and discover what truly suits them.
Additionally, the integration of global fashion trends from cities like Milan, Paris, and London brings international styles closer to Indian consumers.
Conclusion
With the launch of “Fashion As YOU Like It,” Myntra has reinforced its position as a platform that champions individuality and inclusivity in fashion.
By combining relatable storytelling, celebrity appeal, and a diverse product portfolio, the campaign successfully communicates that fashion is not about following rules but about expressing one’s true self.
As consumer preferences continue to evolve, campaigns like this reflect a broader shift in the fashion industry—one that values authenticity, diversity, and personal expression above all else.