Myntra and Underneat Bring 120+ Creators Together for ZYADA: Baddies & Bling

Myntra and Underneat brought fashion, creators and entertainment together at their festive event, ‘ZYADA: Baddies & Bling’, held in Mumbai on October 28, 2026. The event brought together over 120 influencers and A-list personalities, including Tamannaah Bhatia, Kusha Kapila, Uorfi Javed and Barkha Singh. The gathering combined festive fashion, creator participation and live entertainment, with a focus on a bold interpretation of Diwali dressing.

What Was the Idea Behind ZYADA: Baddies & Bling?

Moving away from conventional festive styling, the event explored a more experimental take on Indian festive fashion. The concept encouraged attendees to embrace the ‘Desi Baddie’ aesthetic through statement outfits, bold accessories and contemporary styling.

Sharing her experience on LinkedIn, Shombrita Ghosh of Myntra said, the idea was to move beyond the usual ‘pretty Diwali aesthetic’ and create something louder and more expressive.

The styling also brought Underneat’s products into the festive fashion conversation. Attendees experimented with pairing Underneat bodysuits with golden lehengas, while others styled bold festive jewellery with denim. These combinations demonstrated how everyday fashion essentials could be incorporated into occasion wear.

Which Creators and Celebrities Attended the Event?

The gathering featured a mix of Bollywood personalities, actors and digital creators. Tamannaah Bhatia, Kusha Kapila, Uorfi Javed and Barkha Singh were among the prominent attendees.

Other personalities spotted at the event included Anjali Anand, Parul Gulati, Nagma Mirajkar and Anaya Bangar. Their individual interpretations of the theme added to the event’s fashion-led appeal.

The evening also featured a live performance by WISH, bringing music and entertainment into the experience. Beyond the performances and celebrity appearances, the gathering created opportunities for creators to interact, share moments and showcase their festive looks across social media.

How Did Underneat Fit Into the Collaboration?

Founded in 2025 by creator Kusha Kapila and entrepreneur Vimarsh Razdan, Underneat operates in the women’s innerwear and shapewear category.

The collaboration gave the brand an opportunity to position its products beyond everyday innerwear. By incorporating bodysuits into festive outfits, the event highlighted their potential as styling essentials for different occasions.

For Myntra, the collaboration connected its fashion and shopping ecosystem with a creator-founded consumer brand. It also brought product discovery into an experience where attendees could see different ways of styling the same category of products.

What Does This Mean for Creator-Led Brand Experiences?

The Myntra and Underneat collaboration reflects how brands are exploring experiential marketing to build stronger connections with creator communities. Rather than depending only on sponsored posts or individual product placements, brands are creating offline experiences that give creators something to participate in and share.

For creator-founded brands such as Underneat, these collaborations also offer an opportunity to introduce products through styling, entertainment and real-world interactions.

As festive campaigns become increasingly competitive, experiences that combine fashion, creator participation and entertainment can give brands more ways to generate conversations beyond traditional advertising.