Myntra launches dedicated on-app store 'Runway Icons' for premium ethnic wear

by IANS |

Bengaluru, Feb 3 (IANS) Myntra, one of the leading fashion, beauty and lifestyle destinations of the country, has announced the launch of "Runway Icons", a dedicated store on the app, to enable easy discovery of selected premium ethnic wear for its consumers.

With an increased focus on elevating the overall experience and relevance for premium ethnic wear seekers, the store will present shoppers with a selection of customised trends and the latest fashion in the space, said the company.

"With the rising popularity of D2C brands in the ethnic wear space, Runway Icons will give the brands a platform and opportunity to present their collections in a unique manner to Myntra's discerning shoppers," Padmakumar Pal, Vice President, Category Management, Myntra, said in a statement.

"Runway Icons" is targeted toward fashion-forward shoppers who like to keep a pulse of the evolving fashion landscape, and have the inclination to purchase premium designer wear and limited edition pieces from niche brands and labels.

Myntra's "Runway Icons" is a one-stop destination on the app which will offer customers more than 15,000 styles from 80+ brands, including, House of Pataudi, Koskii, Suta, Aachho, Odette, Bunaai, Ambraee, Scakhi and Truebrowns.

Moreover, the collections of this dedicated store will house some of the leading and emerging D2C ethnic wear brands of the country.

"Runway Icons" will be led by categories like kurta sets, kurtas, sarees, ethnic dresses, and lehengas.

Further, the company mentioned that the dedicated store will be a part of Myntra's enhanced UX and easy navigation system, which will allow shoppers to access catalogued brands via the app's search bar, and other touchpoints for "Runway Icons", found on the home page and women's page.

Additionally, work wear, summer day wear, and occasion wear are some of the biggest trends in the market that will influence the collections on "Runway Icons".

"Runway Icons" will be leveraging existing features like Myntra's social commerce verticals, M-Live, and M-Studio to increase its visibility, while exciting influencer and brand collaborations will generate engaging content, to further popularise the proposition, said Myntra.

Latest News
Royal Bengal tiger skin, pair of black buck antlers seized in Kolkata Tue, Mar 28, 2023, 02:19 PM
Delhi HC issues summons to Uddhav Thackeray, others in defamation case by Eknath Shinde's aide Tue, Mar 28, 2023, 02:06 PM
Why Atiq Ahmad's family is most 'wanted' in UP? Tue, Mar 28, 2023, 01:52 PM
GitHub lays off entire India engineering team, at least 100 employees hit Tue, Mar 28, 2023, 12:47 PM
Congress MPs to take out torchlight protest march from Red Fort Tue, Mar 28, 2023, 12:30 PM
Madras High Court dismisses petition challenging AIADMK general council meet Tue, Mar 28, 2023, 12:27 PM
Spanish PM Pedro Sanchez reshuffles cabinet in run-up to local polls Tue, Mar 28, 2023, 12:24 PM
Joe Biden bars US federal agencies from using commercial spyware Tue, Mar 28, 2023, 12:00 PM
We needed to play for Pakistan's pride and we did it, says Shadab after avoiding series sweep against Afghanistan Tue, Mar 28, 2023, 11:51 AM
EPFO fixes 8.15% interest rate on employees' provident fund for 2022-23 Tue, Mar 28, 2023, 11:49 AM
Drugs worth Rs 2 cr seized in Assam, two arrested Tue, Mar 28, 2023, 11:41 AM
Grand jury in Trump hush-money case to resume session on April 3 Tue, Mar 28, 2023, 11:36 AM
Richard Gere with US Congress members to build support for Tibet Tue, Mar 28, 2023, 11:30 AM
Rahul Gandhi to visit Karnataka on April 5 Tue, Mar 28, 2023, 11:28 AM
Notorious criminal arrested Tue, Mar 28, 2023, 11:19 AM