Exclusive: Myntra May be Tying Up With Justin Bieber For a New Fashion Label

Flipkart-owned fashion and lifestyle retail platform, Myntra has seemingly entered into a partnership with Justin Bieber to launch a co-branded fashion label. In an effort to gather more info about its customers' choice in music and their attitude towards the Canadian singer, the online retailer has started emailing a survey to some of its customers, asking them about their opinions on a number of male musician celebrities.

The email prompts users to take a survey that, as mentioned, asks them about their musical preferences, and about how they feel about the fashion choices of some of the leading names in global music including, but not limited to, rapper Eminem, hip-hop star Drake, UK pop singer Ed Sheeran, DJ Calvin Harris, hip-hop legend Jay-Z, former One Direction member Harry Styles and more. Respondents are also asked how they'd feel about Myntra launching an apparel brand with any of the celebs in the given list.

The campaign is apparently aimed at millennial men for the most part, and is only seeking the opinion of males aged between 15 and 35.  Named 'JB Survey', it ends the moment you pick female as your gender, or pick 'Less than 15' or 'Above 35' as your age group.

While Myntra knows that most grown men won't have any interest in Justin Bieber and his fashion, it is a bit of a wonder as to why the company is ignoring all women, especially, given that teenage girls have traditionally been the biggest fan-base for the controversial singer.

Either way, now that Myntra has seemingly already signed the deal with Bieber, it will be interesting to see the public reaction.

As someone who tries to stay away from celebrity-branded products from the most part (yes, not even Air Jordans can sway me), I'm skeptical about co-branded fashion lines that have very little actual input from these stars, but still cost significantly more than comparable brands.

However, these signature fashion labels from celebs still have plenty of takers, and it will be interesting to see how much traction the new Myntra-Bieber brand will have in India. Whatever be the result, one thing's for sure – the collaboration with Bieber is sure to catch the eye of the global media, which is probably exactly what Myntra is looking for, especially, if it harbors any ambitions of global expansion.

Either way, now that the Myntra-Bieber fashion line looks like a done deal, are you looking forward to it? Or does something like this not interest you at all? Do let us know your thoughts by leaving a comment below, because we love hearing from you.

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