Street style in India has seen a movement like never before - a style of clothing which wasn't trendy enough is now sought after. Our 'Straight Outta Streets' campaign is aimed at highlighting Myntra as a one-stop destination for contemporary fashion and street style.
In the unforgettable series we visit the streets or gullies and brings to light the works of rap crew 7 BANATAIZ, Arif Chaudhary – B-boying artist, and Melroy Williams – Graffiti artist.
The idea is to make users understand the role that fashion plays in highlighting street culture. Where the streets are the ramp and artists run the show!
When we talk of Street though, is it possible to do so without actually talking ‘street’? In the next leg of campaign #WORD ON THE STREET, we ramped up the aura around street fashion by tapping the vocabulary of these fashionistas!
We built an Urban Dictionary of street style on app and across social platforms. Acquainted our users with alternative tags of the urban street fashion verse. While tagging them to relevant styles
