Myntra has launched a new campaign titled ‘Fashion As YOU Like It’, positioning fashion as a form of personal expression rather than a response to trends or social expectations. The campaign places individual choice at the centre of style, reflecting a broader cultural shift where women are increasingly challenging norms related to age, motherhood and how they are expected to dress.
Actor Kiara Advani fronts the campaign, appearing in a series of films that portray relatable situations where women face fashion pressures shaped by social media trends, unsolicited opinions and societal expectations. Each narrative arrives at a consistent message: fashion resonates most when it reflects personal choice rather than external validation.
Through its storytelling, the campaign frames fashion as a personal manifesto. It highlights the idea that style should be defined by individuality and experimentation rather than rules. By challenging the ‘policed’ nature of women’s wardrobes, ‘Fashion As YOU Like It’ seeks to shift the focus from societal judgement to personal preference.
The campaign is supported by a dedicated ‘Fashion as YOU Like It’ section on Myntra, which curates a selection of international brands available on the platform. These include Forever New, Desigual, Aldo, GUESS, BERSHKA, MANGO, H&M, NEXT and Trendyol, allowing consumers to explore a wide range of styles aligned with their individual preferences.
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.”
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 campaign comprises six films featuring Advani in everyday scenarios that challenge fashion ‘rules’. One storyline shows her dismissing online commentary about age-appropriate clothing, emphasising that validation should come from within. Another sequence highlights the platform’s seamless returns process, framing experimentation as part of discovering personal style.
The narrative also explores the balance between global trends and personal identity. In one segment, Advani showcases how Myntra’s mix of international labels and homegrown brands enables distinctive wardrobes rather than uniform trend adoption. A cameo by Karan Johar adds a humorous moment where she points out that what is trending for everyone may not always be right for the individual.
The campaign also references fashion capitals such as Milan, Paris and London, positioning Myntra as a gateway to global style. A cameo appearance by Orry highlights the ‘Freshly Found’ section on the platform, which features digital-first D2C brands and emerging labels.
Through its storytelling-led films and curated platform experiences, ‘Fashion As YOU Like It’ reinforces Myntra’s positioning as a destination where consumers can discover styles that reflect individuality rather than follow trends.
