The company says that the trends observed thus far are expected to continue, with fusion-led styling, contemporary silhouettes and versatile occasion wear continuing to drive demand
Women’s occasion wear on Myntra has grown 50 per cent year-on-year during the recently concluded wedding season. The company said that direct-to-consumer (D2C) women’s occasion wear brands drove 1.8-times demand. The trends observed this wedding season, including contemporary silhouettes, fusion-led styling, and comfort-first occasion wear, are expected to define consumer demand through the festive season ahead, the company added.
The wedding season saw higher adoption of some of the major D2C brands, including Koskii, Lakshita, Suta, and Gulmohar Jaipur, the company pointed out. Among the key trends gaining traction are Y2K-inspired sharara sets, festive co-ords, indie fusion looks, strappy kurtis, chikankari styles and square-neck printed kurtis. The company added that Kurta sets are also seeing a modern refresh through sharara silhouettes, farshi salwars, Patiala sets, Japandi-inspired cuts and summer florals.
Sarees continue to remain a defining occasion-wear staple, with scalloped sheer sarees, minimal linen drapes, Bollywood-inspired styles and retro polka edits gaining traction. Lehengas are moving towards minimal glam, heritage prints, floral sets and Rangeela Kaanch-inspired styles.
Myntra has expanded its women’s ethnic wear selection with over 40 new brand launches and over 2.2 lakh styles. Myntra added that the category witnessed strong momentum from collaborations with celebrities, influencers and founder-led labels, reflecting the growing importance of cultural relevance, pop culture-led fashion and social-first discovery in ethnic wear.
Collaborations include Aurelia with Ananya Panday, Chhaap with Ada Sharma, House of Chikankari with Sonakshi Sinha, Gerua by Libas with Anya Singh and Sabhyata with Neha Dhupia among others. As the festive season approaches, the trends observed thus far are expected to continue, with fusion-led styling, contemporary silhouettes, and versatile occasion wear continuing to drive demand.
