Bengaluru, 16 March 2026: In a world where trends, algorithms and online commentary increasingly shape how people dress, Myntra shifts the spotlight back to personal choice with its new campaign “Fashion As YOU Like It.” The campaign celebrates fashion as a deeply personal expression of identity, reinforcing a simple idea: style is not about conforming to someone else’s template, but about embracing what feels authentic. It also reflects a broader cultural movement where women are increasingly standing up against society-imposed norms around age, motherhood and how they are expected to dress.
At the centre of the campaign is Kiara Advani, whose relatable moments mirror the fashion pressures many women navigate today, from unsolicited opinions to the constant pull of trends. Each narrative arrives at the same truth: fashion resonates most when it reflects personal choice. The campaign isn’t just about clothes, it’s a manifesto. By dismantling the ‘policed’ nature of women’s wardrobes, ‘Fashion As YOU Like It’ shifts the power from societal norms back to the person in the mirror. It’s a celebration of the unapologetic, the experimental, and the brilliantly non-conforming spirit of the modern woman’s personal style.
The campaign also features a dedicated ‘Fashion as YOU Like It’ section on Myntra, showcasing globally loved international brands such as Forever New, Desigual, Aldo, GUESS, BERSHKA, MANGO, H&M, NEXT, and Trendyol. Myntra continues to strengthen its position as the preferred destination for international fashion, beauty and lifestyle with an expansive portfolio of over 450 brands. The company has added over 40 global brands in 2025, significantly expanding its trend-first portfolio across fashion and beauty. The campaign will also spotlight emerging homegrown brands like Rareism, Sage by Mala, Cai, Sotbella, Miakee, Theatre, Doodlage, Urban Suburban, and House of Fett as a part of Myntra’s ‘Freshly Found’ discovery widget, which highlights popular D2C brands on the platform. Myntra is radiply expanding its portfolio of D2C brands and currently hosts over 2700 D2C brands across fashion, beauty and lifestyle.
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.”
