Myntra and women’s innerwear and shapewear brand Underneat have joined hands for a festive fashion experience titled ‘ZYADA: Baddies & Bling’, bringing together celebrities and digital creators for an evening centred on fashion, music and creator-led styling.
The event brought a contemporary twist to festive dressing by encouraging creators to pair Underneat bodysuits with ethnic outfits. The styling concept placed the brand’s products within an occasion-wear context, demonstrating how innerwear and shapewear can become an integral part of festive looks rather than remain behind-the-scenes essentials.
The evening featured a live performance by WISH and saw the presence of actor Tamannaah Bhatia, Underneat co-founder Kusha Kapila and Uorfi Javed, alongside several digital creators. Other attendees included Anjali Anand, Parul Gulati, Nagma Mirajkar and Barkha Singh.
The collaboration reflects a shift in how brands are approaching creator marketing during high-attention shopping periods such as the festive season. Instead of limiting the partnership to product placements or individual influencer posts, the brands created an in-person setting where creators could interpret the styling brief through their own fashion choices and share the experience with their audiences.
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For Underneat, the format also offers an opportunity to demonstrate the versatility of its products. Styling bodysuits with ethnic wear gives consumers a more tangible understanding of how the category can work with festive wardrobes, connecting product visibility with a practical use case.
Founded in 2025 by Kusha Kapila and fashion entrepreneur Vimarsh Razdan, Underneat operates in the women’s innerwear and shapewear category. The brand focuses on fit, comfort and products designed around everyday consumer needs. It has expanded its presence across online retail platforms, including Myntra, Nykaa and Amazon, alongside its own direct-to-consumer channel.
The event also underlines the growing role of offline experiences in digital-first creator campaigns, where the gathering itself becomes a source of content and gives creators a shared moment to interpret and distribute across their platforms.
