Myntra has launched a new campaign, ‘Fashion As YOU Like It,’ highlighting individual preference and self-expression in the face of growing influence from trends, algorithms, and online commentary. The campaign positions fashion as a personal choice rather than a response to external expectations. It also reflects a broader shift, with more women challenging norms around age, motherhood, and prescribed ways of dressing.
At the centre of the campaign is Kiara Advani, whose on-screen narratives reflect the fashion-related pressures faced by many women today. Each storyline reinforces the core message that fashion is most meaningful when driven by personal choice. Positioned as more than a promotional effort, the campaign challenges the scrutiny often associated with women’s fashion, shifting the focus from societal expectations to individual preference.
The campaign features a series of six films with Kiara Advani in relatable and humorous scenarios, illustrating how Myntra enables users to explore fashion based on personal preference rather than trends. The narratives address common pressures such as unsolicited opinions and expectations around age-appropriate dressing, while highlighting features like easy returns that support trial and discovery. The films position style as an evolving process, encouraging experimentation without judgment.
The storyline also contrasts global trends with individual identity, showcasing Myntra’s mix of homegrown labels and international brands. A cameo by Karan Johar adds a layer of commentary on the gap between what is trending and what suits the individual. The campaign further introduces its ‘Freshly Found’ section, highlighted through Orry, alongside access to global fashion markets, reinforcing the message that fashion should be driven by personal choice and discovery.
The campaign also features a dedicated ‘Fashion as YOU Like It’ section on Myntra, showcasing globally loved international brands. 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.
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.”
She also added, “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.”
