Myntra is stepping up its festive market play with the return of its Big Fashion Festival (BFF) from October 8, offering more than 8 million styles, 100-plus new brand and collection launches and 21,000 emerging brands and labels. The company expects heightened demand across metro and non-metro markets, supported by a wider premium and value-led assortment.
The latest edition carries twice the number of styles compared with the previous BFF, spanning ethnic and western wear, beauty, sports, jewellery, watches, home and lifestyle. Myntra said 13,000 emerging brands will make their BFF debut, with Seller Growth Connect helping D2C and regional businesses expand their reach through technology and access to its 80 million-plus monthly active users.
The market offering includes established names such as H&M, MANGO, Levi’s, Nike, adidas and Tommy Hilfiger, alongside celebrity collaborations involving Alia Bhatt, Kareena Kapoor, Janhvi Kapoor, Ananya Panday and Shraddha Kapoor. International collaborations include Calvin Klein-Sadie Sink and AEO-Sydney Sweeney.
Technology and fulfilment will remain key market differentiators. M-Now will provide 1.5 lakh styles from 1,500 brands across 12 cities, with deliveries starting in 30 minutes, while AI tools including MyFashionGPT, My Stylist and Size & Fit Intelligence aim to improve discovery.
Myntra has also created over 26,000 seasonal jobs to support the expected festive demand.
