2nd edition of the MCF turns out to be a masterclass in trendspotting

Myntra, one of India’s preferred destinations for all things fashion and beauty trends, hosted the second edition of its incredible 'Creator Fest' at the iconic Mehboob Studios in Mumbai. The event unfolded as a vibrant celebration of the country's trailblazing fashion and beauty content creators, who are best-known for their unique sense of style and appreciation of trends. The theme of the evening, 'futuristic fashion', transformed the venue into a mesmerizing canvas of avant-garde trends and aspirational and inspiring, consumer-led fashion. Adding an extra layer of glitz and glamour, Myntra proudly introduced the Myntra Glammys powered by Grazia, a star-studded awards ceremony that exuded high-octane energy and panache. This glittering soirée was a sensational tribute to the phenomenal creators who have left an indelible mark on the world of beauty and fashion.   

Attendees at the event included some of the country's most fashionable creators and celebrities like Kusha Kapila, Ankush Bahuguna, Bhuvan Bam, Sharvari, Disha Patani, Shanaya Kapoor, Orry, Santoshi Shetty, Sushant Divgikr, Chandni Bhabhda, Ayesha Kanga, Shivani Bedi, Roshni Walia, Chintan Rachchh, Amyra Dastur, Niharika NM, Shantanu Hazarika, Larissa D'Sa and Tanya Ghavri, among others. 

In a keynote address at the Myntra Creator Fest, Sunder Balasubramanian, the Chief Marketing Officer, Myntra, offered a captivating recap of 2023. With infectious gusto, Sunder highlighted how Myntra continues to be India’s destination of choice for trend-first fashion by showcasing the pioneering innovations enabling customers to shop more seamlessly.

“We are deeply committed to bringing the best of fresh, in-trend fashion and beauty to our consumers. As a brand that’s at the forefront of propelling the creator ecosystem, the Myntra Creator Fest is our way of celebrating creators, the custodians of trends, especially that of consumer-led fashion, who enable our customers to find their own relatable sense of style. This also serves an opportune moment to showcase the best of EORS-19, giving them a sneak peek into what this edition has to offer. In 2024, we will continue to work with creators across metros and non-metros as we build for the fashion-forward consumers of India. We will significantly scale up our Campus Ambassador program and ramp up our roster of GenZ creators. We will also cater to our burgeoning base of male consumers more effectively by collaborating with more creators as we bolster our selection of men’s fashion. Our emphasis on bringing the best of GenZ fashion via Myntra FWD will remain by ensuring whatever be the trend, you will find it here.” said Sunder Balasubramnian, Chief Marketing Officer, Myntra at the event. 

Fashion Trends for 2024 

The event served as a masterclass in trendspotting for 2024, showcasing three extraordinary fashion shows that pushed the boundaries of style and imagination. Each show, a testament to Myntra's commitment to bringing fresh fashion inspiration to its thriving base of trend-first consumers, for the coming year. The Western Wear themed fashion show advocated for intriguing pairings such as dresses with pants, celebrated garden party florals, and showcased the enduring charm of metallics and detailed fringe elements. The edgy and bold GenZ fashion show channelled Y2K nostalgia, celebrated Dandy Denim, explored sheer fashion, and embraced DIY creativity, capturing the essence of youthful exuberance, inclusive and experimental fashion.The Indo-Fusion themed show featured mirror work, modern drapes, the addition of capes to ethnic outfits, and a burst of vibrant colours, seamlessly blending tradition with innovative flair. The fashion shows boasted an impressive lineup of showstoppers, including actors Shanaya Kapoor, Sharvari, Ayesha Kanga, and Chintan Racch, while some of the biggest names in the Indian fashion landscape also walked the ramp, including Kirandeep Chahal, Ninkala, Prabh Uppal, Glorious Luna and Nisha Yadav, among others.

In a first for an e-commerce platform, the fashion show was also live-streamed with shoppable links on the Myntra app and the platform’s Youtube and Instagram pages for customers to handpick their favourite looks from the uber-trendy showcase of fusionwear, western wear and GenZ trends at the event. 

The Myntra Creator Fest also served as a platform to augment visibility for the 19th edition of the End of Reason Sale (EORS), Myntra's biannual shopping extravaganza. The many interactive engagement zones at the event showcased the compelling offers and deals  in place. The robust selection on display also acted as a visionary guide, setting the tone for what promises to be an unprecedented winter edition of EORS. The audience was effectively engaged with games centered around EORS with many trendsetters winning exciting goodie bags that gave them a sneak peek into the shopping bonanza. 

The Myntra Glammys powered by Grazia 

The Myntra Glammys powered by Grazia also debuted at the event, putting forth Myntra's commitment to celebrate and nurture the creator ecosystem in the country. The jury for the awards comprised some of the most credible voices of fashion in the country, which included Mehernaaz Dhondy (Editor in Chief, Grazia), Niharika NM (Digital Creator), Orry (Socialite and Creator), Masaba Gupta (Designer, Entrepreneur, and Actor), Renil Abraham (Internet Personality), and Tanya Ghavri (Stylist and Creative Consultant). The criteria entail a representation of fashion, the consistent creation of relevant and high-quality content and active audience engagement.

The 19 creator-first awards included categories like Fashion Icon of the Year, Beauty Breakthrough Creator of the Year, Gen Z Fashion Creator of the Year and Entertainer of the Year, among others. The winners of the Glammys are as follows:

The Highlights 

The Myntra Creator Fest curated an unparalleled fusion of style and innovation, bringing industry leaders, brand partners and trendsetters under one roof. With an array of brand partners across apparel, beauty, wearables, and wellness segments such as Loreal, Bebe, FCUK, Calvin Klien, Swisse, CMF by Nothing and Tommy Hilfiger, among others, the event had multiple brand booths with super-fun engagement zones for the creators in attendance to experience. Amidst the excitement at the event, Snapchat added to the fervour by presenting an immersive augmented reality experience through its exclusive AR Mirror. Attendees had an opportunity to dive into AR try-ons featuring beauty, fashion and some fun viral lenses that quickly became  crowd favourites.

Popular artists like Monica Dogra and MC Square set the stage on fire with their scintillating performances, entertaining a crowd of more than 350 attendees. 

With the growing emphasis on short-form content via Myntra Minis building resonance with Myntra’s consumers, the event also witnessed the launch of the Minis Magazine, a cutting-edge editorial display of fashion and beauty trends that shall sit within the Minis tab, enabling shoppers to seamlessly access trends of the season, taking the excitement level up by many notches.   

The Myntra Creator Fest is pegged to record the highest-ever engagement of a whopping 2 BN impressions across social, digital, and TV channels.