India's Myntra unveils virtual fashion influencer to boost Gen Z link

Maya's role will be to embody Fashion Forward (FWD), Myntra's distinctive shopping experience catering to the ever-evolving needs of Gen Z customers. By tapping into Gen Z's admiration for digital avatars and their affinity for experiential technologies like immersive gaming and virtual reality, Myntra's introduction of Maya aims to unlock the full potential of their virtual universe, solidifying its brand recall with the next generation, the company said in a press release.

The virtual influencer will be seen taking on the role of a ‘style hacker’ for Myntra’s End of Reason Sale (EORS). The 18th edition of Myntra's biannual fashion event is set to kick off on June 1, with Early Access commencing today. As part of her wish list, Maya will handpick her favourites from the shopping extravaganza and share the latest FWD trends on her Instagram handle. This exclusive insight into EORS-18 will offer the audience a glimpse into the next phase of product recommendations.

As Myntra's first virtual fashion influencer, Maya transcends physical and geographical limitations, offering flexibility and adaptability. Being a citizen of the virtual universe enables the platform to exercise complete creative control throughout their campaigns, allowing Maya to create a stream of captivating content efficiently, including static visuals and videos. This dynamic approach empowers Maya to rapidly grow her trend-first follower base.

Sunder Balasubramanian, chief marketing officer, Myntra, said: “With her distinct fashion sense and trendsetting prowess, Maya is poised to captivate and inspire our fashion-forward shoppers like never before. 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 Gen Z shoppers more effectively, right in time for EORS-18.

“Maya embodies the very essence of Myntra’s core values, democratising fashion through technology and championing inclusivity and empowerment. 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.”

Fibre2Fashion News Desk (DP)