Maya (maya_unlimited)

Maya is a virtual fashion influencer and digital stylist introduced by Myntra, connecting with Gen Z audiences through Instagram and in-app experiences. As a virtual character within Myntra’s branded universe, she blends trend-led styling with a warm, relatable voice to inspire fashion discovery and personalized shopping. Maya offers brands innovative ways to engage youthful, digitally native shoppers in the fashion, beauty, and lifestyle markets.

Release Date:

2023
Language:

English
Role:

Influencer
Country:

India
Gender:

female
Industry:

Fashion

Who is Maya?

Maya is a virtual fashion influencer introduced by Myntra in late May 2023. She is presented as a digital fashion stylist and student who lives in Myntra’s virtual universe and appears across Myntra’s social and in-app experiences. Maya’s role blends style curation with a friendly, accessible voice aimed at young shoppers.

Visual Style and Aesthetics

Maya’s visual identity is fashion-forward and contemporary, with looks that mix current runway trends, streetwear touches, and polished makeup. Her imagery emphasizes versatility — outfits, beauty details, and fitness-inspired looks — presented in bright, youth-oriented visuals. Signature markers include trend-led styling and a confident, approachable presentation that aligns with digital-first fashion storytelling.

Persona & Content

Maya’s persona is confident, opinionated yet empathetic; she advocates body positivity, mental health awareness, equality, and inclusivity. Her posts aim to feel relatable and wholesome, offering outfit ideas, makeup inspiration, and lifestyle touches that speak to Gen Z sensibilities. She is framed as warm-hearted and outspoken while remaining helpful and trend-savvy.

Content Type & Format

Maya’s content appears primarily as curated Instagram posts that showcase outfits, beauty looks, and short-form visuals tied to product picks. Her Instagram feed and social posts focus on imagery and short videos that highlight styling choices and seasonal trends. Maya’s content mixes promotional picks with everyday moments to create a narrative of accessible fashion discovery.

Beyond social posts, Maya is part of Myntra’s Studio experience and has been used in-platform to guide shoppers. This extends her output into in-app formats where recommendations, look lists, and interactive features connect social inspiration to shopping. Maya’s personality and tone carry through both visual posts and conversational in-app interactions.

Maya’s content tone is conversational, upbeat, and Gen Z oriented. Maya’s personality shapes how she communicates product recommendations, trend commentary, and styling tips on Instagram and within Myntra’s app. Her formats are suited to short social videos, image carousels, curated lists, and chat-style advice.

Maya Collaborations and Campaigns

EORS-18: Myntra x Maya: Launched ahead of Myntra’s End of Reason Sale in May 2023, Maya acted as the platform’s ‘style hacker,’ curating sale picks and sharing trend-led recommendations on Instagram to guide Gen Z shoppers. Her role combined promotional posts and curated look lists to spotlight products and deals during the marquee shopping event. Myntra Studio and App Integration: Myntra incorporated Maya into its Studio experience and later into in-app features, using her persona to surface styling suggestions and assist shopping journeys. These activations have paired Maya’s social content with in-app recommendation formats and conversational guidance for users.

Brand Fit and Target Market

Maya fits fashion, beauty, and lifestyle brands seeking a Gen Z audience in India. Her aesthetic and messaging suit trend-driven apparel, makeup, and tech-forward retail experiences that value inclusivity and conversational engagement. Brands partnering with Maya can leverage curated styling, in-app discovery, and social-first campaigns to reach digitally native shoppers.

Technical Details

Maya is presented as a virtual character within Myntra’s branded virtual universe and has been used both as social creative and as an in-app guide. Myntra has extended Maya into interactive shopping features within its Studio and app environments to link inspiration with product discovery. Some in-app recommendation and chat features related to Maya have been implemented using conversational AI tools to provide personalized guidance.

Narrative & Trivia

Maya is depicted as based in Bengaluru and described in Myntra materials as a student and emerging stylist. Her launch was positioned as a step toward blending immersive digital creativity with retail, and she has been presented as a youthful, trend-led voice for Myntra’s fashion-forward audience.