Myntra FWD's Glitchez Launches Campaign for Gen Z Fashion

Glitchez, the youth-focused fashion label under Myntra’s FWD division, has launched its first campaign featuring a new take on Ritviz’s hit track Udd Gaye. The film highlights the creativity, individuality, and bold fashion choices of Gen Z consumers.

The campaign uses fast-paced visuals, street-inspired styling, and energetic choreography to show how young people mix trends to create their own look.

Aditya Vaidya, Senior Director (Revenue & Growth, FWD by Myntra), said, “Gen Z does not just wear fashion; they remix it and make it their own. This campaign reflects the energy of a generation that is rewriting the rules.”

Glitchez aims to be a platform that connects international fashion ideas with Indian youth culture. The brand’s focus is on making new-age styles accessible while promoting experimentation and personal expression.

• Myntra FWD’s Glitchez debuts Gen Z fashion campaign remixing Ritviz’s Udd Gaye
• Glitchez by Myntra FWD celebrates individuality and street-inspired Gen Z fashion
• Myntra FWD’s Glitchez merges global trends with Indian youth culture in new campaign

The film’s remix of Udd Gaye reinforces themes of freedom and individuality, with visuals inspired by digital culture and everyday streetwear. It blends global fashion references with Indian elements to reflect how today’s youth navigate both worlds.

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With this campaign, Myntra FWD positions Glitchez as a label built for the next generation of shoppers—those who see fashion as a reflection of their personality rather than a set of trends. The launch marks Myntra’s continued push into Gen Z-centric marketing, highlighting how e-commerce platforms are evolving to connect with younger audiences in India’s fast-growing fashion space.