Bengaluru: Myntra has launched Indiework, a dedicated store on the app, to enable easy discovery of handpicked premium ethnic workwear with a desi twist designed for the modern professional. Effortlessly fusing traditional aesthetics with contemporary silhouettes, this selection of 6,000 styles from over 80+ brands redefines office wear for today’s fashion-conscious and comfort-seeking professionals. To cater to the rising demand of the niche segment, Myntra added 20 new brands specialising in minimalistic and contemporary premium Indian wear.
Workplace attire is evolving, reflecting a growing desire for self-expression and comfort. While traditional ethnic wear like sarees and kurta sets, once primarily reserved for special occasions, are now being embraced as a comfortable yet professional option for everyday work life. Indiework offers a variety of statement silhouettes, including A-line, Asymmetrical, Anarkalis, and Long Straight Cuts, to meet the growing demand for fashionable and comfortable ethnic wear. The collection features breathable fabrics such as Linen, Handlooms, Schiffli, Chikankari, and Cotton, in a range of classic neutrals and vibrant prints and colors.
The audience opting for this style of workwear is modern working women between the ages of 25 and 40 in Metro and Tier 1 cities. Formal business wear, such as suits and sarees, has been the norm in India; however, there is a growing acceptance of more relaxed yet professional attire.