Fashion and lifestyle retailer Myntra concluded its Big Fashion Festival (BFF) today, with D2C brands, international brands and the Gen Z proposition FWD clocking nearly double the order volume of regular business days. For emerging D2C entrepreneurs, the festival opened a national audience: visits rose 25% over the previous edition, and new customers from non-metro regions grew 74% over regular business days.
Brands in these categories that recorded high traction during the event across these categories include RARE RABBIT, House of Pataudi, Glitchez, The Souled Store, SZN, CULT, Comet, Mamaearth, Minimalist, alongside international brands such as MANGO, H&M, NEXT, Mothercare, ALDO, GAP, GUESS, Michael Kors, Fossil, Gymshark, Women’s Secret, adidas and Nike.
Myntra onboarded 12K sellers in 2026 so far, giving emerging brands from cities including Surat, Ludhiana, Kolkata and Delhi-NCR access to millions of customers across India. During BFF, one in four sellers saw a 2X spike in sales, and more than 1,350 sellers saw a 5X spike.
Growth across cities and categories
Non-metros led new customer growth, with Guwahati, Dehradun, Bhubaneswar, Jammu and Gorakhpur the fastest-growing non-metro cities. Day 1 traffic saw a significant year on year rise, and Men’s Casual Wear accounted for 26% of all first-time buyers. Pujo festive demand in the East, particularly in West Bengal, Assam and Odisha, was significantly higher than last BFF and was led by ethnic, footwear and beauty and personal care. The ethnic wear brands that saw traction during the BFF included Libas, Inddus, Soch, Koski, Aurelia.
Men’s Occasion Wear, Men’s Casual Footwear, Wearables, Sports Footwear, Watches, Eyewear, Women’s Sports Apparel, Jewellery, Luggage, and Travel and Accessories were the fastest-growing categories. Sports Footwear grew 3.5X over regular business days. Men’s Casual Wear, Personal Care, Women’s Ethnic Wear, Women’s Western Wear and Kidswear were among the highest-demand categories.
Myntra Beauty saw new customers grow about 20% over the previous edition, led by perfumes, face washes, cleansers, day creams and lipsticks, with strong traction for Lakme, Mamaearth, L’Oréal, Maybelline and Cetaphil.
M-Now and event highlights
M-Now recorded more than 2.6X growth in orders over the last BFF, with last-minute demand across kurta sets, T-shirts, shirts, tops, jeans, dresses, perfume, lipstick, sarees, lingerie and watches. Brands with high demand on M-Now included MANGO, Allen Solly, USPA, Van Heusen, Trendyol, Puma, Underneath, Anouk, Sangria, HRX, Maybelline, Lakme and Minimalist.
The fastest M-Now delivery took under 5 minutes, and the most expensive item purchased was an international luxury jacket worth over Rs 1,90,000.
