Anouk
Myntra · India
Anouk is an Indian women's ethnic wear brand launched in 2013 as part of the fashion platform Myntra's own brand portfolio. It sells kurtas, anarkalis, sarees, palazzos and skirts with traditional and contemporary designs.
| Launched | 2013 |
|---|---|
| Owner | Myntra |
| Category | Women's ethnic wear |
| Channel | Online via Myntra |
| Website | myntra.com/anouk |
What is Anouk?
Anouk is a contemporary ethnic wear label owned by Myntra, the Indian online fashion retailer. It was launched in 2013 and was reported to be the largest ethnic wear brand on the platform.
Products and positioning
The brand's range includes:
- Kurtas and anarkalis
- Sarees
- Skirts, palazzos and topwear
Designs span traditional styles through to quirky and contemporary pieces, in a range of fabrics and techniques. Anouk positions itself as bold, vibrant and at times edgy, aimed at the modern Indian woman who stays connected to her roots.
Its digital campaign Bold is Beautiful, created with Ogilvy and Mather, followed women defending their own life choices and became the brand's best known piece of marketing. Designer Masaba Gupta was named brand ambassador and chief creative officer and created a signature collection, Masaba for Anouk.
Distribution
Anouk is sold through Myntra's online platform, and the brand was built primarily through digital channels.
Why it matters
Anouk is an early example of an Indian fashion platform developing its own private label into a recognisable brand with distinct values and storytelling, rather than a purely price-led house label.
Frequently asked questions
Which company owns Anouk?
Anouk is one of Myntra's own fashion brands, launched in 2013.
What does Anouk sell?
Anouk sells women's ethnic wear, including kurtas, anarkalis, sarees, palazzos and skirts.