Myntra has launched MANGO’s Summer 2026 campaign collection in India, with supermodel and entrepreneur Hailey Bieber as the face of the line. Titled ‘Craft Your Own Story,’ the campaign marks India as one of only five global markets to receive the limited-edition drop simultaneously, comprising 42 curated styles.
The collection draws directly from Bieber’s signature aesthetic — micro shorts, sculpted crop tops, oversized outerwear, and mini dresses in a palette anchored by blue and red. Prices start at Rs 2,590, positioning the range as aspirational but accessible for its target audience of Gen Z and young millennial shoppers.
MANGO’s choice of Bieber as campaign face reflects the brand’s push for pop-cultural relevance among younger consumers. The Spanish fashion label describes the campaign as a statement about fashion as self-expression — “the many dimensions that define us,” in the brand’s words.
The launch comes as Myntra reports significant momentum in its international fashion segment, with the company saying its International Brands category saw multifold growth in Q1 2026. The platform now hosts over 500 international brands and has added more than 40 new brand launches so far this year.
Myntra’s relationship with MANGO dates to 2014, making it one of the platform’s longer-standing international partnerships. For MANGO, India represents a key growth market in the Asia-Pacific region, with the Myntra tie-up serving as its primary channel to reach younger Indian consumers.
The broader context is a notable shift in Indian consumer behaviour. Rising incomes, growing brand awareness among younger shoppers, and widespread smartphone access are fuelling demand for international fashion labels — a trend Myntra has been positioning itself to capitalise on.
The MANGO Summer 2026 collection is available now on the Myntra app and website.
