Myntra’s fashion film selected for La Jolla Fashion Film Festival

Bengaluru, June 28, 2019: A fashion film created by Myntra for the promotion of sportswear, featuring some of the leading global brands, has been nominated for the 10th La Jolla International Fashion Film Festival in California, to be held in July 2019. Titled, ‘Stulkan’, which translates to, ‘The Girl’, in Icelandic, the film has been shot on-location at Iceland, by leading fashion filmmaker, Ajitesh Sharma and features collections from Nike, Adidas, Forever21, DC and Wonder Woman. It is the second Indian film to be nominated in the world’s largest fashion film event, also known as the Cannes of Fashion Film Festivals, in its 10 years and competes with films from leading brands like, Louis Vuitton, Versace, Gurellian, Chanel and Dior. This fashion film is the first of its kind from any Indian company and Myntra has experimented with the idea of bringing aesthetics, storytelling and branding in the film. The objective is to make one aspire to be in sportswear, which is achieved through a subtle message of Myntra being the one stop shop for all leading sports brands in the country. Brands have conventionally promoted themselves by playing on their own powers, whereas multiple brands have been seamlessly integrated in this story, not only making it impactful, but also aspirational.