MUMBAI: Myntra announces the launch of a wide-ranging content campaign titled ‘Straight Outta Street’, aimed at enhancing its position as the powerhouse and the ultimate destination for contemporary fashion. The multi-faceted campaign on street fashion in India has just begun with the launch of a film, which is also the fifth in the Myntra Unforgettables series that highlights and celebrates people’s passion for fashion.

The campaign is focussed on contemporary street wear, a popular new phenomenon and a mind-set of many a millennial, espoused even by Bollywood, with the likes of Gully Boy. Hip-hop dancing, rap and street fashion have come together to create a new identity for teen-agers and young adults across cities and towns and Myntra has captured this new spirit through an inspiring video, shot in the heart of Mumbai.