India among five global markets to debut ‘Craft Your Own Story’ campaign, signalling rising demand for premium international fashion
Myntra has launched MANGO’s global Summer 2026 campaign, ‘Craft Your Own Story’, in India, featuring supermodel and entrepreneur Hailey Bieber, as the platform continues to deepen its play in premium international fashion.
With this rollout, India becomes one of just five global markets to host the limited-edition drop, comprising 42 curated styles. The move reinforces Myntra’s positioning as a key gateway for global fashion brands seeking to tap into the country’s fast-evolving consumer base.
Fronted by Hailey Bieber—widely regarded as a defining voice in contemporary street style—the campaign underscores fashion as a medium of self-expression. Targeted at Gen Z and young millennials, ‘Craft Your Own Story’ blends elevated summer aesthetics with strong pop-cultural resonance, aligning with shifting consumer preferences towards identity-led fashion.
The collection reflects Bieber’s signature summer wardrobe, featuring micro shorts, sculpted crop tops, oversized outerwear and effortless mini dresses. Designed with breathable fabrics and accentuated by seasonal tones of blue and red, the range balances comfort with statement styling. Priced from INR 2,590, the offering is positioned within an aspirational yet accessible bracket, aimed at driving wider adoption among digitally native shoppers.
The launch comes at a time when India is increasingly emerging as a strategic growth market for global fashion brands. Rising disposable incomes, growing brand awareness, and expanding digital access are accelerating demand for international labels, particularly among younger cohorts.
Myntra has been capitalising on this shift, with its International Brands segment recording strong momentum, including multifold growth in the first quarter of 2026. The platform currently hosts over 500 global brands and has added more than 40 new international labels this year, strengthening its premium fashion portfolio.
The partnership between Myntra and MANGO, which began in 2014, has steadily evolved, with India becoming a key market in the brand’s regional expansion strategy. Collaborations such as this not only enhance MANGO’s aspirational appeal among younger consumers but also deepen engagement across its broader catalogue on the platform.
For Myntra, the drop signals a continued push towards curated, trend-first offerings that combine global fashion relevance with local accessibility, further cementing its role in shaping how India discovers and consumes international style.
