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The latest edition of Myntra’s flagship festive event, the Big Fashion Festival (BFF), concluded on a record-breaking note, registering 2 million new customers. Non-metro shoppers continued to drive festive growth, contributing a staggering 70% of overall orders during BFF. Cities such as Jaipur, Lucknow, Indore, Faridabad, Dehradun, Ludhiana, Bhopal, Kanpur, Visakhapatnam, Coimbatore and Vijaywada emerged as high-traction hubs, with strong demand for ethnic wear, wedding collections, beauty essentials and sportswear.
Overall, customers showed a growing inclination for premium and international brands, with globally renowned brands, including Calvin Klein, Nautica, Levi’s, H&M, USPA, Forever New, YSL, Prada, Huda Beauty, MAC and Estée Lauder, witnessing a marked increase in demand during BFF. This edition of BFF also saw a slew of new launches and an expansive selection of ethnic wear from popular brands, giving customers a reason for a new look for every occasion. Celebrity line launches with festive-ready looks were popular, including Inddus X Malaika Arora, Chaap X Adah Sharma, and Laxmipati X Rashmika Mandanna. Ethnic co-ords, men’s embroidered kurtas, shirt collar kurta sets, embroidered A-line kurta sets, peplum sharara sets, draped skirt sets, kaftan sets, etc. were popular choices among customers since the start of the festive season. Myntra Luxe registered 80% growth over last year's BFF, led by iconic brands including GUESS, Michael Kors, Lacoste, Versace, Tissot, Seiko, and Laneige.
FWD, Myntra’s Gen-Z focused destination, witnessed a notable 2X growth in demand over BAU. This was led by Ethnic wear, which registered a 2.5X growth in demand, followed by Men's wear at 2.2X. Trending brands include SZN, Freakins, Bonkers Corner, Glitchez, Anouk Rustic, Lulu & Sky, among others.
Myntra's extensive selection of over 450 international brands resonated strongly with customers, as evidenced by the significant increase in demand for several top international brands and labels. Some of the popular international brands during the event included MANGO, H&M, NEXT, Gant, etc.
This year, a major customer draw was Myntra’s innovative ‘one customer getting their order free every minute’ construct, which significantly amplified excitement and participation throughout the event. Myntra also introduced the ‘Trend First’ widget, an industry-first innovation that brought a local festive nuance to fashion discovery.
Categories and collections that shaped BFF 2025
The growth of women’s ethnic wear and men’s occasion wear during BFF was led by sarees, lehengas, kurtas, nehru jackets, and fusion wear from brands such as Libas, Anouk, House of Pataudi, Aurelia, Biba, Koskii, Jompers, etc. Men’s casual footwear saw a significant jump over last year’s BFF, while categories like watches saw a rise in demand, underscoring their continued popularity as both festive essentials and gifting favourites. Kids wear witnessed an uptick in demand, reflecting strong family-led festive shopping behaviour. Jewellery category grew over 80% over last year’s BFF, with brands including GIVA, Zavya, Ruban’s, Kushal’s, etc., trending among customers. Sports wear grew multifold, fuelled by unique drops from brands like New Balance, Puma, etc.
Speaking about BFF, Bharath Kumar, Senior Director, Revenue and Growth, Myntra, said, “This year’s festive season brought in a renewed momentum in the industry following the recent GST reforms and the Myntra Big Fashion Festival enabled fashion consumption for millions of customers across metros and non-metros. As brands passed on the GST savings to customers ahead of time, starting with BFF, festive fashion categories experienced a strong momentum, international and luxe brands gained a significant rise in demand, indicating the spending intent of the customers. The phenomenal response to BFF’s 3X savings construct, combined with convenience-led propositions like M-Now and M-Express, highlights the deep resonance of Myntra’s festive offerings with today’s shoppers.”
Speed and convenience
Myntra strengthened its delivery promise through M-Now, its hyper-speed delivery service, which offers 1 lakh+ trend-first SKUs from over 700 sought-after domestic, homegrown, and international brands. Spread across cities including Bengaluru, Mumbai, Delhi NCR, Hyderabad, and Kolkata, M-Now doubled its orders during BFF in comparison to usual days. Popular brands among M-Now shoppers included Libas, Indo Era, Michael Kors, adidas, Fossil, Manyavar, Levi’s, Tommy Hilfiger, Skechers, Maybelline, and Lakmé, with festive categories such as lehenga cholis, kurta sets, jewellery, sarees, handbags, watches, perfumes, and sports shoes emerging as top picks.
With a strong commitment towards fostering an inclusive and equitable workplace, this year’s Myntra Big Fashion Festival was powered by thousands of women in various supply chain and contact center roles. The additional workforce in the warehouse included ~30% women, and overall, over 11,000 new employment opportunities were created through Myntra’s partners for the festive season. Showcasing operational excellence, 80% of all orders were already delivered by Myntra’s last-mile delivery fleet, including its extensive network of Kirana partners, by the end of the closing day of the BFF, covering over 98% of serviceable pin codes in the country.
- Ethnic wear, kidswear, casual wear, sportswear, accessories, jewellery, international brands, and premium beauty drove strong demand
- Strong traction from non-metros such as Jaipur, Lucknow, Indore, Faridabad, Dehradun, Ludhiana, Bhopal, Kanpur, Visakhapatnam, Coimbatore, and Vijaywada
- Myntra Luxe registered 80% growth over last year's festive season, led by iconic brands such as GUESS, Michael Kors, Lacoste, MAC, Versace, YSL, Tissot, Seiko, and Laneige
