Myntra launches 'Runway Icons' digital store

By

Isabelle Crossley

Published
Feb 15, 2023

Flipkart’s fashion arm Myntra has launched a dedicated store on its shopping app named ‘Runway Icons’. The new mini-store is designed to showcase the latest designs from homegrown ethnic wear brands.

The new Runway Icons store features over 15,000 styles from approximately 100 Indian brands, Elle India reported. Myntra’s new ethnic wear store is designed to promote use of its shopping app and make it easy for shoppers to browse the latest ethnic wear trends by collating all products in one place. 
 
Brands which feature in the store include House of Pataudi, Koskii, Suta, Aachho, Odette, Bunaai, Ambraee, and Truebrowns among others. The majority of brands featured in the store are positioned in the mid segment or premium segment of the market and are priced from around Rs 1,500 to around 15,000. 

The digital store launched with a range of discounts for shoppers, offering up to 60% off select items, Myntra announced on its website. The store has a mix of casual and occasion wear styles as well as looks suitable for the spring wedding season. Notable items include ombre kurta sets from Label Aishwaryika, iridescent sarees by Karagiri, and monochrome maxi dresses from Indian Virasat.