The new range called ‘All about You’, priced Rs 1,500 onwards, is aimed at women aged between 20-35 years.
Myntra says that the brand, which will be available exclusively on the Myntra app, will be hitting the $100 ml mark over the next two years.
“The brand will widen and deepen our reach. We see the brand hitting the $100 million mark over the next two years and the secret ingredient of its success will be the brand philosophy of simple designs that are easy to wear,” Ananth Narayanan, CEO, Myntra, said during the brand launch.
After spending nine months designing and perfecting the collection in collaboration with French design agency Carlin and Myntra’s in-house design team, the actor modelled the brand on her own fashion preferences and off-screen fashion choices to make it relatable for young women.
Acquired by Flipkart in May this year, Myntra went app-only earlier this year and has partnered with over 1,500 fashion and lifestyle brands like Nike, Jealous 21, Diesel, Timberland, Harley Davidson and Ferrari.It has labels like Roadster, Anouk, HRX by Hrithik Roshan and Dressberry on its platform as well.