Mumbai Welcomes the Next Wave of Content-Driven Commerce with Style, Sound, and Star Power
MUMBAI, INDIA – July 09, 2025 – In a bold move that blurs the lines between fashion, entertainment, and commerce, Myntra, India’s leading fashion, beauty, and lifestyle e-commerce platform, has officially launched Glamstream—a first-of-its-kind shoppable content destination. Designed to revolutionize the way young India engages with trends, celebrity style, and digital shopping, Glamstream is set to redefine the intersection of content and commerce.
The glamorous launch event took place in Mumbai over the weekend, drawing a packed crowd of Bollywood celebrities, fashion icons, and digital content creators. With a spectacular showcase of Myntra’s new innovation, the platform made a memorable debut in the fashion-tech space—one that reflects the changing tide of consumer behavior, where inspiration and instant gratification now walk hand-in-hand.
Badshah’s “Jordan”: India’s First Shoppable Fashion Music Video
A major highlight of the evening was the exclusive sneak peek of “Jordan,” a new music video by rapper and pop culture icon Badshah, in collaboration with music label 0075 Pentertainment. This marks India’s first-ever shoppable fashion music video, a multi-brand visual spectacle curated by Myntra.
The music video features 17 trend-forward looks, all styled for the track and instantly available for purchase via the Myntra app. As the official fashion partner for the track, Myntra is not only redefining how fashion is consumed but also how it’s experienced—offering a seamless bridge from screen to wardrobe.
The sneak peek set the tone for what Glamstream represents: a future-forward, immersive fashion experience that taps into music, celebrity culture, and youth-oriented storytelling.
A Star-Studded Kickoff: Bollywood Meets the Creator Economy
The launch party wasn’t short on glamor. Celebrities including Raveena Tandon, Khushi Kapoor, Neha Dhupia, and Sushant Divgikar graced the event, alongside creators and digital influencers such as Sufi Motiwala, Renil Abraham, Aaditya Kulshreshtha, and Nayandeep.
Guests were treated to exclusive content previews, sneak peeks of upcoming Glamstream shows, and interactive experiences with the platform’s key features. With its diverse guest list and vibrant atmosphere, the event celebrated a new cultural moment in Indian digital fashion—where creators and consumers alike are part of the fashion narrative.
The Glamstream Experience: Fashion Meets Binge-Worthy Entertainment
At the core of Glamstream lies a robust and diverse content engine, curated for India’s ever-evolving Gen Z and millennial audiences. The platform is built on the ethos of pop culture relevance, creator-first storytelling, and shoppable inspiration.
Celebrity Power: Over 100+ Celebs and 15 Exclusive Series
Glamstream debuts with over 100+ celebrity appearances, including fan-favorites like Vijay Deverakonda, Tabu, Zeenat Aman, Tamannaah Bhatia, Bhumi Pednekar, and Malaika Arora. Each brings their personal style, storytelling, and cultural impact to the platform, delivering original content that is both aspirational and accessible.
At launch, Glamstream features:
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500+ hours of snackable premium content
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4,000+ episodes across various formats
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15 exclusive shows that range from talk shows and vlogs to fashion tutorials and fictional web series
Whether it’s behind-the-scenes fashion diaries or retro-inspired style explorations, every piece of content on Glamstream is designed to inform, entertain, and inspire action.
Diverse Content Formats: Something for Every Style Enthusiast
Glamstream offers a curated mix of content formats, including:
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Shoppable music videos (like “Jordan” by Badshah)
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Style guides and fashion tutorials
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Vlogs and day-in-the-life stories
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Talk shows with celebrities and influencers
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Fictional mini-series centered around fashion culture
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Beauty podcasts and trend deep-dives
This content-first approach marks Myntra’s evolution from an e-commerce player to a cultural curator, one that understands the emotional connection consumers have with both their wardrobe and their screens.
UGC and Shopper-Creator Power: The Ultimate Glam Clan
Adding another dynamic layer to Glamstream is the Ultimate Glam Clan (UGC)—Myntra’s robust shopper-creator community. With over 1 million registered creators, UGC makes Glamstream a democratized space where everyday fashion lovers can share their take on trends, style tips, and product reviews.
These shopper-creators act as peer influencers, providing relatable fashion inspiration that resonates with everyday users. This community-driven approach ensures Glamstream isn’t just a one-way celebrity showcase, but a collaborative space built on shared expression and trend experimentation.
Industry Voices Applaud Glamstream’s Innovation
Sunder Balasubramanian, Chief Marketing Officer, Myntra
“We are incredibly excited to collaborate with so many talented personalities to redefine the possibilities in lifestyle shopping and content commerce. With Glamstream, Myntra is doubling down on making shopping entertaining and engaging like never before. Young people want to be inspired while they shop, and Glamstream is a one-of-a-kind platform that gives them exactly that: instant access to trends and the best of fashion, all in one fun package.”
Khushi Kapoor on Glamstream’s Appeal
“Glamstream is such a refreshing way to experience fashion. As a shopper, it’s exciting to explore content that blends style and pop culture so seamlessly. It’s fun, engaging, and feels completely in tune with how our generation likes to discover trends today.”
Raveena Tandon’s Take on Fashion Nostalgia
“It’s been so much fun being part of Glamstream and revisiting an era that defined so much of my personal style. The ‘90s were bold, expressive, and full of character—just like the fashion we’re seeing make a comeback today. Glamstream brings that energy to life in a way that’s entertaining, nostalgic, and completely shoppable. I’m thrilled to see this new way of celebrating fashion take off.”
Seamless Integration: Shopping as Easy as Streaming
Glamstream is conveniently housed within the Myntra app, accessible via a prominent floating action button on the homepage. This frictionless design enables users to consume content and purchase looks in real-time—a leap forward in digital retail innovation.
The platform is optimized for mobile-first, Gen Z behavior, where attention spans are short, entertainment is king, and style is personal.
About Myntra
Myntra is one of India’s leading platforms for fashion, beauty, and lifestyle. An integral part of the Flipkart Group, Myntra offers an extensive portfolio of 9,700+ brands, including MANGO, H&M, Levi’s, U.S. Polo Assn., Tommy Hilfiger, Louis Philippe, JACK & JONES, Forever 21, Marks & Spencer, MAC, Huda Beauty, and Estée Lauder.
Myntra’s digital footprint spans over 95% of India’s pin codes, delivering trend-forward shopping experiences to millions across the country. With Glamstream, Myntra continues its legacy of innovating at the intersection of tech, style, and culture.
Conclusion: Glamstream is Just the Beginning
With the launch of Glamstream, Myntra isn’t just keeping up with global trends—it’s setting new ones. By fusing entertainment, celebrity influence, and commerce into a single interactive format, Myntra has introduced India to the future of fashion engagement.
As more celebrities, influencers, and creators join the platform and new formats emerge, Glamstream is poised to become a pop culture phenomenon—one that celebrates individuality, community, and style, all wrapped into one scroll-worthy, binge-friendly experience.
Stay tuned, stream the glam, and shop the look—only on Myntra.
