Bengaluru: Myntra has unveiled its latest campaign, “Fashion As YOU Like It,” featuring actor Kiara Advani, aimed at celebrating personal style and encouraging women to embrace fashion as a form of self-expression beyond societal expectations.
The campaign, comprising six films, positions fashion as a deeply personal choice and highlights how individuals can reclaim their style from societal norms, trends and online commentary. Through relatable storytelling, the films portray everyday situations where women navigate fashion pressures—from unsolicited opinions to the influence of constantly evolving trends—ultimately reinforcing the idea that authentic style comes from personal choice.
Alongside Kiara Advani, the campaign also features appearances by filmmaker Karan Johar and social media personality Orry, adding a playful narrative that celebrates the freedom to experiment, discover and dress according to one’s own preferences.
The campaign also draws attention to the dedicated ‘Fashion as YOU Like It’ section on the Myntra platform, which showcases globally popular international labels such as Forever New, Desigual, Aldo, GUESS, Bershka, Mango, H&M, Next and Trendyol. Myntra currently offers a portfolio of over 450 international brands and added more than 40 global labels in 2025, strengthening its position as a destination for global fashion, beauty and lifestyle.
In addition, the campaign spotlights emerging homegrown brands including Rareism, Sage by Mala, Cai, Sotbella, Miakee, Theatre, Doodlage, Urban Suburban and House of Fett through Myntra’s ‘Freshly Found’ discovery widget, which highlights trending digital-first D2C brands. The platform currently hosts over 2,700 D2C brands across fashion, beauty and lifestyle categories.
Speaking about the campaign, Neha Gulati, Senior Director, Brand Marketing, Myntra, said, “Fashion is one of the most personal forms of self-expression, and ‘Fashion As YOU Like It’celebrates the freedom to dress with individuality and confidence. The campaign is a toast to the modern woman’s unapologetic fashion choices, the fearlessly bold, beautifully subtle, and everything in between that society didn’t see coming. Kiara was a natural choice for this campaign, as she embodies authenticity and effortless style. Through Myntra’s diverse portfolio of international brands and emerging digital-first D2C labels, shoppers can explore a wide spectrum of styles and discover those that feel truly their own.”
Speaking on the campaign, actor Kiara Advani, said, “Fashion, for me, has always been about expressing how I feel in the moment. Some days it’s effortless, some days it’s bold, but it’s always personal. What I love about Myntra’s ‘Fashion As YOU Like It’ is that it celebrates that freedom: to experiment, discover new favourites, and truly make every look your own. It’s a celebration of the fluid, fearless and beautifully unpredictable ways women express themselves through style. I’m delighted to partner with a brand that embraces authenticity and reminds us that fashion isn’t about rules, but about wearing what feels most like you.”
Adarsh Atal, CCO, Tilt Brand Solutions, said, “The campaign celebrates a simple but powerful idea that fashion should feel personal, not prescriptive. Through relatable moments and Kiara’s effortless charm, ‘Fashion As YOU Like it’ encourages people to trust their style instincts, and for every style, there is Myntra.”
The films place Kiara Advani in everyday scenarios that highlight how the platform enables shoppers to explore styles that resonate with their personality rather than merely following trends. Through humorous and relatable moments, the campaign dismantles societal expectations around fashion, encouraging experimentation and individuality.
From rejecting digital commentary on what is considered age-appropriate fashion to playfully debating trends in a witty exchange with Karan Johar, the films underscore the idea that fashion is most meaningful when it reflects personal identity. The campaign also showcases Myntra’s seamless return experience as a way for users to experiment freely while discovering their style.
In its closing chapters, the films bring international fashion influences from cities such as Milan, Paris and London closer to Indian shoppers, while a cameo by Orry highlights the ‘Freshly Found’ section dedicated to emerging D2C labels.
Together, the campaign reinforces Myntra’s message that fashion should not be dictated by trends or opinions, but shaped by individuality, discovery and the freedom to dress exactly as one likes.
Creative Credits:
Director – Shirsha Guha Thakurta
Production House – OINK FILMS
Creative agency – Tilt Brand Solutions
Adarsh Atal, Kushagra Tuli, Tiyasha Ray, Jonaki Guha, Nishita Shah, Arjun Budhiraja, Zeba Shaikh, Shireen Bhatt, Prittikka Thakkarr
