Myntra has introduced FWD, an immersive fashion experience for Gen-Z, and anticipates gaining 10 million new customers in the next two years. More than 8 million Gen-Z customers, or those born between 1997 and early 2012, according to the business, use its app.

The Flipkart-acquired startup has launched a number of unparalleled features as part of this offering, providing a distinctive app-in-app experience and bringing Gen-Zs’ preferred trends closer to them. The bottom menu will include Myntra FWD, which will include features like daily drops, streamlined trend-spotting-to-shopping, and photo search, among others.

More social media-like features will be added to Myntra, including short video formats similar to Instagram Reels and a community of more than 500 fashion influencers. Over 500 brands will be available through FWD, including H&M, Trendyol, Bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo. FWD will also include Myntra’s private-label products like Roadster and Sangria.

“As we build for many Indias, Gen-Z is an important cohort that we continue to take a deep interest in. With the launch of FWD, we are excited to cater to this fashion-first audience by creating a space where their fashion needs aren’t just understood but are proactively met. Myntra FWD is not just a fashion destination; it’s a holistic lifestyle experience designed especially for Gen Z,” said the CEO of Mynta,  Nandita Sinha.

According to a statement released by the company on May 2, FWD will launch with over 65,000 style options from over 500 companies, including H&M, and will increase that number to over 1 lakh by the end of the year.

In a statement that the company released on Tuesday, it said that with a focus on Gen-Z users, the FWD experience has been totally rebuilt, with discoverability and inspiration at its core. The Myntra FWD product will be promoted from the first week of the launch thanks to its prominent placement on the Myntra app’s bottom navigation bar, which has a high rate of engagement.