Aug 15, 2020
by Gouri Achary
#‘Myntra Fashion Superstar @MTV’, #Amar Nagaram, #CEO, #digital fashion reality show, #Ferzad Palia, #Head – Network Sales, #Head – Voot Select, #Mahesh Shetty, #Music and English Entertainment, #Myntra, #Viacom18, #Youth
Myntra announces the return of its hugely popular, Myntra Fashion Superstar – a one of its kind digital fashion influencer talent hunt and reality show. Myntra Fashion Superstar @MTV is set to go live on Myntra’s own content destination, Myntra Studio and its YouTube channel, India’s no. 1 youth destination, MTV and Voot, in late September.
In addition to streaming the 8 episodes, Myntra Studio will be the one stop destination for loads of exclusive content around the show, including BTS moments, shoppable celebrity looks, episodic reviews, trivia, quizzes and lots more. With the capability of hosting all formats of content and its in-built gamification features, Myntra Studio will keep the buzz going right from the start of the auditions, up until November, when the show ends.
With the two powerhouses of fashion and reality shows coming together, this season of Myntra Fashion Superstar is set to break its record on reach and impact across Metros and Tier 1 and 2 youth markets. The auditions will be tougher, tasks more challenging and the gratifications bigger, in season 2.
Online auditions for the upcoming show are set to kick off on August 15, 2020, and will invite entries from across the country, from anyone with a strong point of view on fashion and social media. The pan-India entries will be accepted on the Myntra App and Myntra’s social channels along with Voot. The theme of this year’s show and also the official hashtag is, #MFSChangeTheConversation, which aims at ‘fashion for good’ and inclusivity. The theme focuses on how influencers are not afraid to be themselves and use fashion to enhance their uniqueness, and express and amplify their voice.
Manish Malhotra, the couturier, costume stylist, entrepreneur, and revivalist who has redefined the Indian fashion space for over 3 decades is set to be the judge for the upcoming edition of Myntra Fashion Superstar. Known for his inimitable aesthetics and versatile sense of styling, his presence on the show would help establish a strong relationship between fashion and social media while enhancing its relevance amongst the youth. India’s first-ever fashion influencer and bold fashion creator, Manish Malhotra is the only Indian designer to have the largest following on social media.
Myntra Fashion Superstar offers Myntra the perfect pedestal to leverage the strong relationship between fashion and social media, while enhancing its relevance among the youth. It provides an opportunity to the fashion enthusiasts of the country to exhibit their creative prowess, thereby connecting them with their audience in a powerful way. With the first edition of Myntra Fashion Superstar, the company has successfully established itself as a leading content destination for all things fashion and with this edition, it is further consolidating its position as a tech, content and fashion innovator. MTV’s expertise with reality shows and wide reach and Myntra’s innovative concept and on-app technology are coming together to create the most relevant and relatable fashion reality show for the youth of today. This show will focus on using Fashion as a tool and social media as a platform to create thought-provoking conversations that truly matter to the youth of the country.
Speaking about the upcoming edition of Myntra Fashion Superstar@MTV, Amar Nagaram, CEO, Myntra, said, “We are elated to announce the arrival of the second edition of Myntra Fashion Superstar. The huge success and popularity of the first edition has given us the confidence to return with a bigger and more glamorous – edition of India’s only digital fashion reality show, packed with greater challenges and surprises to bring out the best among India’s fashion influencer community. We want to demonstrate fashion as a medium to empower millions of enthusiasts by providing them an opportunity for self-expression and amplifying that expression using content and social media platforms. With MTV being the biggest youth channel in India and a leader in youth-centric reality shows, the upcoming edition of MFS is set to be a phenomenon to be reckoned with.”
Speaking about the new property, Ferzad Palia, Head – Voot Select, Youth, Music and English Entertainment, Viacom18 said: “MTV has an immensely successful lineage of reality shows around fashion which have become iconic properties in their category. Our insights into the minds of young India fuels our content engine and with Myntra Fashion Superstar @MTV, we are once again ready to create a genre-defining show. Myntra as a brand resonates very strongly with youngsters and we are excited to partner with them for this season.”
Further elaborating about the partnership with Myntra, Mahesh Shetty, Head – Network Sales, Viacom18 said: “Fashion is a popular genre when it comes to reality content and we are happy to co-curate the next big fashion reality revolution. As India’s no.1 youth brand, MTV is uniquely predisposed to give Myntra Fashion Superstar the popularity and engagement it deserves amongst India’s GenZ and we are excited to start this journey.”
The first edition of Myntra Fashion Superstar was held in September 2019 and provided a never-before opportunity for fashion enthusiasts with a knack of creating style-related content and bringing forward their unique personalities. The contest was judged by Bollywood actor, Sonakshi Sinha and leading celebrity stylist, Shaleena Nathani, who declared Tanumita Ghosh as the winner of the show. Manish Malhotra too joined the judges’ panel during the grand finale. The series offered an immersive experience to over 100 million viewers on TV and the Myntra app, where they voted for their favourite influencer, while also accessing rich and exclusive content in fashion.
The upcoming edition of the show will be judged by leading celebrities from the world of fashion, including Manish Malhotra and will see them help the contestants with their efforts. Like the previous edition, the shortlisted contestants will make it to the show and participate in an eight-part series, co-curated by Myntra and MTV, and will be aired on MTV, The Myntra App (Studio), Myntra’s YouTube Channel and Voot. Each forty-five-minute episode will have a fashion-related task and elimination to test the contestants on three key parameters, namely, their fashion acumen, ability to create meaningful content, and proficiency in using social media to make a positive impact. The winner of the show will be adjudged India’s ‘Fashion Superstar’, for the year, and win an exclusive 1-year influencer contract with Myntra worth ₹ 1 million, along with an exclusive 1-year contract with MTV to be the Social Influencer in Fashion.
The show will be promoted across TV and Digital channels of MTV and Myntra’s own Digital channels, including social media. Overall, the current season is set to break all records of the super successful first edition.
