Myntra has once again set the internet on fire, with its new ad campaign on international women’s day. Their latest campaign “Fashion ki Adalat” shines a light on damaging stereotypes that women encounter on a daily basis regarding their personal fashion and beauty choices.
Highlighting the latest campaign, fashion ki Adalat, boasts an interesting line-up of talented women. Featuring Archana Puran Singh as a fiery judge. Joining her are social media queens – Sakshi Sindwani, Meghna Kaur and Ruhee dosani.
The campaign moves forward showcasing the queens facing a trial against their personal beauty preferences.
Everyday, women face thousands of judgments and criticism. Society is never satiated. Too plain ,too bold,too sexy,too nerdy. Myntra’s New ad campaign challenges these fashion-norm with a courtroom based mockery.
Set in the Fashion Tribunal, the campaign transforms such judgemental stereotypes faced by women on a daily basis into legal allegations . With wit, sarcasm and healthy tone of humour along with Gen-z flair Archana Puran Singh -our sassy judge questions the ladies. Making the campaign entertaining as well as thought-provoking.
Each influencer faces trial for breaking certain fashion rules and each of them bounce back with an interesting and befitting response.
Accused of flaunting her curves, Sakshi Sindwani turns the tables with her XXL confidence, delivering a bold testimony that fashion is about self-expression and self-acceptance, unbound by shape and size.
Meghna Kaur, facing criticism for wearing bold outfits and ‘filter-like’ make up for trends. Kaur seizes the opportunity to redefine Beauty standards with her bold and confident response displaying today’s modern beauty culture, questioning “can my concealer conceal society’s double standards?” reinforcing that fashion is about self-expression not societal Approval. Archana singh emphasizes this message with her signature wit and sarcasm that one’s Beauty defines one’s individuality and uniqueness.
Slammed for wearing boy-like outfits and stealing from men’s wardrobe by wearing oversized clothes, challenges the gender binaries with her swag.Flipping the script on her critics she asserts that fashion is about one’s identity not predefined categories.
Their responses were met by thunderous applause as Archana Singh takes the stage to deliver her final verdict, with a bang of her Mallet she states that, “only you can decide what you wear! There is no role of one’s shape and size, gender and age. Fashion ke kanoon mein sab jaiz hai!” The campaign ends with influencers celebrating, applying lipstick, clicking selfies, embracing one’s individuality and uniqueness, reclaiming that fashion is meant to be expressive, fearless and free from any judgement!
Commenting on insights, sunder Balasubramaniam,chief marketing officer at Myntra stated that, “On International Women’s Day, Myntra honors the limitless potential of self-expression. We envision fashion and beauty as catalysts for women to reclaim their stories, challenge societal norms, and proudly own their individuality.Through our commitment to inclusivity, diversity, and personalized styling, Myntra aims to create a supportive community where women can fearlessly explore, innovate, and embody their authentic strength and beauty.”
Fashion ki Adalat, Myntra’s bold and unapologetic move to redefine the beauty standards and break the fashion-norms promotes self-acceptance and one’s individuality through fashion.
