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Shruti Thacker profile imageShruti Thacker

The online shopping portal’s latest offering aims to address a younger demographic’s demand for fashion-forward apparel

Myntra’s new proposition FWD caters to Gen Z's preference for trendy yet individualistic fashion choices

The online shopping portal’s latest offering aims to address a younger demographic’s demand for fashion-forward apparel 

Given Gen Z’s unique sense of style that reflects their individuality, the resurgence of  eclectic and boundary-pushing sartorial choices comes as no surprise. "Gen Z knows exactly  what they want to wear from the get-go," says stylist Gopalika Virmani. "They have a  deeper understanding of themselves and their personal style, even before the millennials did." This sentiment is echoed by stylist duo Sakshi Prithyani and Peusha Sethia of The Pêche  Stylists. "Gen Z wants to be recognised for their complexities and differences, and they don't want to adopt a one-size-fits-all approach like the previous generations did," they explain. 

Thanks to the power of the Internet, Gen Z is turning to online shopping as their go-to  source for discovering new labels and trends, creating a shift in the retail space.  Individualism, self-expression and the need to stay ahead of trends in fashion are key for this  group. 

With a focus on delivering edgy, elevated  silhouettes at affordable prices for both men and women, FWD positions itself as the premiere one-stop-shop for all things Gen-Z fashion, for those looking to make a statement

With a focus on delivering edgy, elevated  silhouettes at affordable prices for both men and women, FWD positions itself as the premiere one-stop-shop for all things Gen-Z fashion, for those looking to make a statement

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"FWD provides a holistic fashion experience, designed especially for Gen Z,” says  Sharon Pais, Chief Business  Officer, Myntra

Created by Myntra, FWD offers a cutting-edge shopping experience with weekly drops and exclusive styles for customers

Created by Myntra, FWD offers a cutting-edge shopping experience with weekly drops and exclusive styles for customers

Gayathri Mohan, a sought-after Gen Z content creator and model on Instagram believes her  generation has “an eye for picking out the best elements from every era.” Take, for example,  the wildly popular Y2K trend which has been dominating fashion, that Mohan says Gen Z  “has helped refine the style and eliminate the tackiness that the era glorified.” 

Virmani also believes that customisation is key for Gen Z shoppers, as they may not want  what everyone else already has. 

“Gen Z's style is fearless and bold, and that's what excites me the most,

“Gen Z's style is fearless and bold, and that's what excites me the most," says Pais

Enter Myntra FWD, an immersive dedicated trend-first destination, specifically designed to meet the style cravings of Gen Zs. With a focus on delivering edgy, elevated  silhouettes at affordable prices for both men and women, FWD positions itself as the premiere one-stop-shop for all things Gen-Z fashion, for those looking to make a statement. Created by Myntra, FWD offers a cutting-edge shopping experience with weekly drops and exclusive styles for customers. 

“Gen Z's style is fearless and bold, and that's what excites me the most. They're not afraid to experiment, push boundaries and demand authenticity,” says Sharon Pais, Chief Business  Officer, Myntra. “We've been listening closely to what Gen Z wants and needs, and are excited to rise up to the challenge and deliver with Myntra FWD, a proposition that stands out. FWD provides a holistic fashion experience, designed especially for Gen Z, ” she adds. 

According to The Pêche Stylists, Gen Z wants to know if a brand stands for something more  than just its clothes. They're always on the lookout for something new, unique and  authentic. The in-app experience provided by FWD is tailored  for Gen Z, emphasising discoverability, inspiration and personalised content based on  individual tastes. With over 500 brands including H&M, Forever 21, Trendyol, Bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo, among others, and a wide range of trend-first styles to choose from –from a vacation wardrobe to bohemian, to party-wear, as well as bold prints—FWD taps into the youth culture's fashion pulse.

Meanwhile, stylist and content creator Ayesha Amin Nigam believes that the potential for e-commerce dedicated to Gen Z shoppers is immense. "Gen Z is always experimenting  and pushing boundaries, which is a lot of fun," she says. According to her, brands are now  shifting their designs to cater to Gen Z's preferences, with cropped tops, deeper necklines  and wide-legged jeans being some of their favoured silhouettes. 

“We've been listening closely to what Gen Z wants and needs, and are excited to rise up to the challenge and deliver with Myntra FWD, a proposition that stands out,

“We've been listening closely to what Gen Z wants and needs, and are excited to rise up to the challenge and deliver with Myntra FWD, a proposition that stands out," says Pais

FWD has over 500 brands including H&M, Forever 21, Trendyol, Bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo, among others,

FWD has over 500 brands including H&M, Forever 21, Trendyol, Bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo, among others,

With a wide range of trend-first styles to choose from –from a vacation wardrobe to bohemian, to party-wear, as well as bold prints—FWD taps into the youth culture's fashion pulse

With a wide range of trend-first styles to choose from –from a vacation wardrobe to bohemian, to party-wear, as well as bold prints—FWD taps into the youth culture's fashion pulse

When shopping online, Gen Z isn’t looking to only buy from e-commerce sites, they are  looking to engage. This can be in the form of “curated products targeting each age group,  socially responsible products and transparent, edgy and creative communication,” says Mohan, adding that social media integration plays an important role too. 

With exclusive drops, unlimited influencer-style content and daily celeb-spotting, Myntra FWD offers a comprehensive experience that covers inspiration, discovery and access to the  latest trends at affordable prices, dedicated to this burgeoning demographic. 

Also Read: What do Gen Z’s style sensibilities mean for established and upcoming brands?

Also Read: Are millennials finding it hard to keep up with Gen-Z’s Euphoria-like style?

Also Read: Can clothes be whimsical and practical? Contemporary clothing label Lovebirds think so

Shruti Thacker profile imageShruti Thacker
Shruti Thacker is the co-founder and editorial director of The Established. An award-winning journalist and digital strategist, she’s held key editorial roles at Vogue Arabia, WIRED Middle East, PopSugar Middle East, and Vogue India

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