Myntra has expanded its Gen Z focused engagement efforts through the Glamfest Tour, a multi city experiential platform built around music, creators, fashion and youth culture. The initiative has reached more than 10 lakh consumers across over 35 cities and contributed to nearly 40% year on year growth in new customer acquisition across participating markets during Q1 2026, according to the company.
The campaign reflects how fashion and lifestyle platforms are increasingly using community driven experiences, live events and creator collaborations to strengthen engagement with younger consumers beyond traditional ecommerce interactions. The Glamfest Tour included concerts, campus activations and fashion focused experiences aimed at increasing brand visibility and consumer participation across emerging markets.
As part of the initiative, Myntra collaborated with more than 40 artists and creators including Sunidhi Chauhan, Farhan Akhtar, Amit Trivedi, Shaan, Darshan Raval, Benny Dayal, Asees Kaur and Nucleya. The company also partnered with H&M, Spotify and L’Oréal for campus and experiential activations.
Myntra said the platform additionally helped expand the reach of FWD, Myntra Beauty and Ultimate Glam Clan across these cities as the company increased focus on Gen Z led fashion discovery, creator commerce and youth engagement initiatives.
Speaking on the campaign, Abhishek Gour, Senior Director – Brand Marketing, Myntra, said, “At Myntra, our differentiated approach to Gen Z is rooted in combining trend-first selection on FWD with experiences that go beyond transactions. As this cohort moves from passive consumption to active participation, fashion becomes a reflection of identity shaped by community, culture and content.”
“With nearly 400 million Gen Z consumers in India, including close to 50 million across Tier 2 and beyond, we are seeing a clear shift towards brands that can deliver cultural relevance. While aspiration and trend awareness are rising across these markets, access to large-scale, shared cultural experiences remains limited. Through the Glamfest Tour, we are bringing these worlds together through immersive, locally resonant experiences, strengthening how young consumers connect with the brand.” He added.
