Flipkart-owned online fashion retailer, Myntra has managed to introduce a few fashion labels in association with some or the other Bollywood star. The online store is now going all out promoting another popular private label, ‘All About You’, co-owned by Deepika Padukone.

The brand has been created in collaboration with French design agency. Currently, Myntra is the fifth largest brand and is close to becoming the second in the premium category. To capture the growing premium women’s wear segment, All About You was launched a year ago in the public domain. The brand recently launched a digital film Tere Saath Tu.

“Celebrities are on the lookout to have long term brand associations. There are many who want to be much more than a brand face. It’s interesting for a brand like Myntra that is looking for partners that are passionate, curious and most importantly patient. Padukone as an entrepreneur is completely upbeat. She is extremely involved in the business and keeps a tab on what’s happening across markets in the category,” Manohar Kamath, head of Myntra said.

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