Myntra unveils ‘Disney by Anouk’ collection

Disney India has joined hands with Myntra to unveil a range under ethnic fashion label Anouk. Called ‘Disney by Anouk’, Disney’s favourite character Mickey has found its way on women’s everyday wear. The range consists of fashion pieces like anarkali, long kurtas, skirts, tunics, crop tops and jumpsuits in bright colours such as yellow, blue, pink and orange in rayon fabric.

In a race to be ahead while inching toward turning profitable, ecommerce companies are focusing on private labels to achieve growth targets and attract investments. Myntra has more than 10 in-house brands in the fashion and lifestyle category of men, women and children, which include Roadster, Dressberry, Anouk, Mast & Harbour, Kook N Keech, Yellow Kites, Invictus and HRX by Hrithik Roshan and to popularise them, the company has not only roped in celebrities but is also eyeing partnerships with other ecommerce players apart from launching brick-and-mortar stores of some of these in-house brands.

Disney India’s licensing arm had earlier partnered eponymous designer label Satya Paul for a line of saris, tunics and scarves donning motifs like Mickey and Minnie Mouse and other Disney characters. The American entertainment giant, with presence in broadcasting, film-production and licensing or consumer products in India, has been working on building up its licensing portfolio over the last couple of years.