Myntra launches ‘Celebrity Masterclasses', offers fashion tips by Bollywood stylists to loyalty programme members

Myntra has announced the launch of ‘Celebrity Masterclasses’, where its customers can get fashion tips from leading stylists from Bollywood. ‘Myntra Insiders’, members of Myntra’s loyalty programme, will have the opportunity of learning the latest trends and styles, first hand, from the very stylists who style leading celebrities such as Shah Rukh Khan, Virat Kohli, Alia Bhatt, Deepika Padukone, Kareena Kapoor, Karan Johar, Kartik Aaryan, Kriti Sanon, Arjun Kapoor, Siddhant Chaturvedi, Siddharth Malhotra, Varun Dhawan, Mahesh Babu, Saif Ali Khan and Akshay Kumar among others.

Launched in September 2018, ‘Myntra Insiders’ is a loyalty programme that offers a comprehensive package of tiered benefits and privileges for customers as they engage and spend more with Myntra. The core benefits of the programme are fashion advice, VIP access and extra savings. The programme offers its members, experiences such as sessions by stylists, opportunities to get featured on the Myntra platform and co-create designs and styles for Myntra. In addition to this, VIP access allows Insiders, early access to all Myntra sale events, exclusive access to limited edition launches and collections, while vouchers, coupons and a host of partner offers are some of the standard benefits.

For the first phase of the Masterclasses, Myntra has partnered with 10 leading Bollywood stylists, including Tanya Ghavri, Nandita Mahtani, Esha Amin, Shaleena Nathani, Ami Patel, Sanjay Kumar, Mohit Rai, Nikita Jaisinghani, Aastha Sharma and Amandeep Kaur to offer 20-minute sessions for Insiders. The topics will range from wedding time fashion, party fashion, street fashion, ethnic fashion, workwear, retro wear, and vacation wear, among others. Myntra Insiders will be able to access these classes by redeeming points collected by them, through purchases or other activities.

The digital Masterclasses will be offered through a webcast on the Myntra app, allowing viewers to interact with the stylists’ team for advice on fashion, in real-time.  The Masterclasses will have built in shoppable features enabling customers to save the looks from the videos to their wishlist directly while viewing the content. The technology for the concept has been developed in-house by Myntra, with the videos shot in portrait mode, which is the first of its kind, optimised for viewing on mobiles.

Speaking on the occasion, Harish Narayanan, Head of Marketing, Myntra, said, “Fashion is all about discovery and expression, we want to engage our customers more and increase time spent on the platform by helping them with their fashion discovery journey. We want to do this by investing heavily in a video content-led approach, starting with our celebrity stylist led Masterclasses. This offers our loyal customers an unparalleled experience of hearing directly from the best in the industry and also interacts with them by asking questions. The classes are in line with our philosophy of helping our customers ‘style up, move up’, by being their fashion expert and rewarding our loyal customers with a superior experience.”

The platform will stream three Masterclasses every day and the first session went live on January 29, 2020, where Tanya Ghavri took her audience through a session on ‘Wedding Time Fashion’. Bollywood actor Sonakshi Sinha is featured in the campaign promoting the launch of Myntra Insider Masterclass.