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Online fashion marketplace Myntra has announced that its upcoming edition of content IP ‘Myntra Fashion Superstar’ will be the world’s first shoppable show where the viewers can buy outfits in real-time on the Myntra app.

Achint Setia, VP Marketing, Myntra, said, “Taking the format a notch higher this time, I'm also proud to share that this edition of Myntra Fashion Superstar is going to be the world's first fully shoppable show where viewers can purchase any of the outfits worn in the show in real-time on the Myntra App,” he said.

The brand announced that former Miss Universe, Bollywood actor and fashion icon Sushmita Sen has joined the judges’ panel of ‘Myntra Fashion Superstar @MTV’, which is set to go live on Myntra’s own content destination Myntra Studio, and on MTV and Voot. Sen will join fashion designer Manish Malhotra and others to inspire and evaluate participants of the one-of-its-kind digital fashion influencer talent hunt and reality show.  

Sen will be instrumental in mentoring the influencers (participants) to be authentic and fearless in expressing themselves to make a difference. This will go a long way in helping the young fashionistas to become valuable fashion voices on the internet and understand the nuances of the world of glamour and the responsibility that comes with it. 

On bringing Sen on board as one of the judges, Setia said, “Being one of the most talented and accomplished divas herself, Sushmita’s arrival as a judge raises the bar, making the second edition of ‘Myntra Fashion Superstar @MTV’ a season to reckon with. We are extremely delighted to have her on the show to guide and gauge the abilities of participants set to showcase their skills at creating conversations to become leading fashion influencers and ultimately help us pick India’s fashion superstar for the year.  Myntra Fashion Superstar demonstrates our innovative technology-led approach as we further our commitment to enhancing customer engagement with a one-of-its-kind in-app content-pivoted proposition. Riding high on celebrity judges who are powerful fashion influencers themselves, we are set to reach 100 million people with the second season of the show.”  

“Taking the format a notch higher this time, I'm proud to share that this edition of Myntra Fashion Superstar is going to be the world's first fully shoppable show where viewers can purchase any of the outfits worn in the show in real time on the Myntra App,” he said.

Like the previous edition, the shortlisted influencers of ‘Myntra Fashion Superstar’ will participate in an eight-part series, co-curated by Myntra and MTV. Each 45-minute episode will have fashion-related challenges and elimination to test the influencers on three key parameters—fashion acumen, ability to create meaningful content and proficiency in using social media to make a positive impact. 

The show will be aired on Myntra Studio on the Myntra App, MTV and Voot. In addition to streaming all the eight episodes, Myntra Studio will be a one-stop destination for loads of exclusive content around the show, including ‘Behind The Scene’ moments, shoppable looks, episodic reviews, trivia, and quizzes, and lots more. With the capability of hosting all formats of content and its in-built gamification features, Myntra Studio will keep the buzz going right from the start. The show is being promoted across TV and digital channels of Viacom18 and Myntra’s own digital channels, including social media. The theme of this year’s show and the official hashtag is #MFSChangeTheConversation, which aims at ‘fashion for good’ and inclusivity. 

The first edition of the show was held in September 2019, and was judged by Bollywood actor Sonakshi Sinha and leading celebrity stylist Shaleena Nathani.