Myntra launches virtual fashion influencer Maya

By

Isabelle Crossley

Published
May 30, 2023

Fashion e-commerce platform Myntra has launched a virtual fashion influencer named Maya to promote its latest offerings ahead of its End of Reason Sale event. Maya is designed to help the business harness technology to engage with Gen Z across India. 

“With her distinct fashion sense and trendsetting prowess, Maya is poised to captivate and inspire our fashion-forward shoppers like never before,” said Myntra’s CMO Sunder Balasubramanian in a press release on May 30. “As pioneers in the space, we understand the need to marry global advancements with what’s keeping the next-gen excited, and reimagine the landscape every now and then. The launch of Maya solidifies that position further by harnessing the potential of the immersive Myntra virtual universe to engage our GenZ shoppers more effectively, right in time for EORS-18.”
 
The virtual character Maya is a student and influencer based in Bengaluru who showcases new launches on Myntra in her own style. Maya has launched an Instagram account which shares her fashion picks and artificial daily life. The character is designed to show the scope of Myntra’s virtual universe, according to the Flipkart-run business. 

“Maya embodies the very essence of Myntra’s core values, democratising fashion through technology and championing inclusivity and empowerment,” said Balasubramanian. “Maya is set to become the ultimate ‘style hacker’ setting new benchmarks in the world of fashion with her on-trend and experimental approach that is sure to win the hearts of fashionistas across the country.”