Bengaluru: Glitchez, the newest fashion label on Myntra FWD, has unveiled its debut campaign, capturing the unapologetic, expressive, and high-voltage energy of India’s Gen Z. Rooted in the belief that great style should be effortless and affordable, Glitchez aims to democratize global fashion trends through strong quality and a catalogue of over 15,000 styles curated for India’s youth.
The brand’s first campaign is a vibrant, fast-paced fashion film that reimagines Udd Gaye by Ritviz — an anthem that, much like Glitchez, bridges global sounds with Indian cultural texture. The film bursts with Gen Z aesthetics, blending pop culture, internet nostalgia, fluid movement, and expressive self-identity into a colorful visual symphony.
Reinterpreting India’s culture through a youthful lens, the film fuses traditional elements with futuristic styling. Every frame reflects the eclectic, bold, and ever-evolving identity of modern Indian Gen Z, capturing a generation that blurs boundaries and embraces reinvention as a way of life.
Within 24 hours of its release, the film crossed 11 million views, indicating a strong cultural connection with young audiences nationwide.
Aditya Vaidya, Senior Director and Lead, Revenue and Growth, fwd by Myntra, said, “Glitchez on Myntra FWD is here to make trend-led fashion democratic and accessible for everyone. Gen Z does not just wear fashion; they remix it and make it their own. This campaign reflects the energy of a generation that is rewriting the rules, with Udd Gaye as the perfect track to capture that feeling of freedom and self-expression.”
With this launch, Glitchez by Myntra FWD positions itself not just as a fashion brand, but as a cultural force — Indian in its heart, global in its expression, and entirely Gen Z in its attitude.
View this post on Instagram
