How Sisley And Myntra Are Bringing The Italian Identity To India

The Indian wardrobe has become harder to define by geography alone. Inspiration can come from a runway, a cultural moment, an aesthetic discovered online or simply a silhouette that feels right. And as the way we discover fashion becomes increasingly global, the interesting question is no longer whether international labels will find an audience here. It is how they will speak to that audience without losing themselves in the process.

Sisley arrives in India with that balance in mind.

Its contemporary Italian identity comes with familiar codes: denim, strong silhouettes, relaxed tailoring, colour and a certain metropolitan ease. For India, however, the conversation is also about versatility, lighter fabrics and clothes that can move easily between different parts of everyday life – without turning the collection into something created exclusively for one market.

Through its partnership with Myntra, Sisley is now entering a fashion landscape where younger shoppers are engaging with global trends differently, and where interest in international labels is moving beyond the country’s biggest cities.

ELLE speaks to Nicola Capone of Sisley and Venu Nair of Myntra about the brand’s India chapter, contemporary Italian dressing and what the changing Indian fashion consumer means for global brands.

In Conversation With Nicola Capone, Sisley

ELLE: What made India the right market for Sisley at this point in the brand’s global journey, and what are you hoping to build in the market? How strategically important is India for the brand?

Nicola Capone: India’s aspiring and increasingly affluent consumers are among the main reasons we see the country as a strategic part of Sisley’s broader global journey. With the consumer market rapidly evolving, India has become a primary focus for global fashion brands.

The growing base of affluent customers has a high appetite for premiumisation and is looking for versatile, trend-first wardrobes. Indian consumers are actively looking to elevate their lifestyles. This presents a strategic opportunity for Sisley, whose ‘accessible Italian style’ blends contemporary design with premium quality, filling an important space in the market.

ELLE: Sisley has a distinct contemporary Italian aesthetic rooted in its denim heritage. How would you describe the brand’s design identity today, and what sets it apart in the market?

NC: The collections are trend-aware without being overly driven by trends, with an emphasis on strong silhouettes, distinctive washes, colour, detailing and styling.

What sets Sisley apart is its unique balance of Italian design sensibility combined with a youthful, accessible attitude.

Through provocative marketing and the concept of Premium Democratic Fashion, Sisley offers consumers raw, edgy and contemporary streetwear that remains sophisticated, stylish and effortlessly elegant.

ELLE: How has the latest collection been curated with the Indian consumer in mind? Were there particular silhouettes, fabrics, fits or categories that you felt would resonate especially well here?

NC: The latest collection has been curated with the Indian consumer in mind by focusing on versatility, wearability and a contemporary fashion attitude.

For example, in terms of fabrics we are using lighter weights, breathable constructions and comfortable blends, which are particularly relevant for the country’s climate while still allowing the collection to retain its fashion character.

At the same time, we have avoided over-localising the collection. The aim is to offer the authentic identity of Sisley – an urban lifestyle brand that combines creativity, contemporary design and a unique interpretation of fashion trends – thoughtfully adapted to Indian consumer preferences.

ELLE: The collection balances tailoring with relaxed proportions, fluid separates and everyday pieces. What role does versatility play in Sisley’s approach to contemporary dressing? How often are the collections refreshed?

NC:In the contemporary fashion philosophy of Sisley, versatility serves as the primary bridge between urban edge and functionality.

The collection is designed to move effortlessly between occasions, balancing tailored pieces with relaxed fits and easy everyday separates.

The collection is refreshed seasonally, with newness introduced through key drops and updated styles throughout the season, keeping the brand relevant and dynamic for the consumer.

ELLE: With Gen Z and millennial Indian consumers increasingly looking towards global fashion, how does Sisley see itself connecting with this new generation of shoppers?

NC: Sisley connects with Gen Z and millennials through its world-renowned Italian fashion identity, youthful attitude and strong design point of view.

Focusing on premium materials, we feel it perfectly bridges the gap between everyday casual wear and trend-forward sophistication and will enable us to capture India’s young demographic.

We plan to focus where Gen Z and Millennials command nearly 75% of digital-first fashion spending through an aggressive strategy of partnering with Myntra, one of India’s leading fashion e-commerce platforms.

ELLE: As Sisley begins its India journey, what does long-term growth for the brand look like, and what can Indian customers expect in the months ahead?

NC: As Sisley deepens its commitment to the Indian market through its partnership with Myntra, over the next few years the brand plans to transition from a niche to a major retail player.

The long-term growth trajectory for Sisley relies on expanding the brand’s omnichannel capabilities.

In terms of product, over the coming months Indian consumers can expect to find Sisley's signature contemporary Italian apparel designs for the Spring Summer 2026 collection, which brings Sisley’s contemporary Italian aesthetic to life.

In Conversation With Venu Nair, Myntra

ELLE: What made Sisley a strong fit for Myntra’s international brand portfolio, and what does its launch add to the platform’s offering for Indian consumers?

Venu Nair: Sisley is a strong addition to Myntra’s growing portfolio of premium international brands. With its contemporary Italian style, trend-led design and focus on quality and versatility, the brand offers a differentiated proposition for Indian consumers. The brand is particularly relevant for fashion-forward shoppers looking for elevated wardrobes that can move seamlessly across occasions.

The latest collection for men and women brings this design language to life through relaxed tailoring, clean lines, washed denim, fluid separates and textured finishes. With 500+ international brands already on Myntra, Sisley further strengthens the breadth of our global fashion offering and gives consumers access to a distinctive international brand with a strong design identity and contemporary relevance.

ELLE: Myntra has become a gateway for international fashion brands entering India. What are you seeing in terms of Indian consumers’ growing appetite for premium contemporary global fashion?

VN: India is becoming an increasingly important growth market for international fashion as consumers become more aware of global trends. This is creating significant headroom for international brands that see India as a strategic long-term growth market.

At Myntra, we see our role extending well beyond providing access to consumers. We bring together strong market and customer understanding, deep insights on shopper behaviour, technological capabilities, a one-of-a-kind shopping experience and extensive reach to help international brands establish and scale in India.

For us, being a gateway for global fashion is increasingly about moving from market entry to market building and forging deeper partnerships that can support brands through their long-term growth journey in India.

ELLE: How does Myntra use shopping behaviour to help international brands understand and respond to the preferences of Indian shoppers?

VN: Fashion discovery in India is becoming increasingly nuanced, with consumers drawing inspiration from global trends while interpreting them through their own occasions, lifestyles and personal style.

At Myntra, the depth of engagement across 75 million+ monthly active users and a strong premium consumer base gives us a close read on these evolving preferences – from emerging trends and category choices to the cohorts and markets driving demand.

This helps in translating those signals into curating a highly relevant assortment for the global brands. With Sisley, the same understanding helps us introduce its contemporary Italian aesthetic and the latest collection in a way that builds relevance with Indian shoppers while retaining the brand’s distinctive design identity.

ELLE: Sisley has a distinct European design identity. What role does Myntra play in helping the brand build relevance among Indian consumers while retaining its global positioning?

VN: Sisley comes with a contemporary Italian sensibility, metropolitan attitude and distinctive approach to tailoring, denim and fluid silhouettes, making the brand compelling for Indian shoppers.

Our role is to bring those codes to the forefront through the way Sisley is curated, merchandised and discovered, so Indian consumers can engage with the brand in a way that feels relevant to their wardrobes while its global identity remains unmistakable.

ELLE: With 500+ international brands on the platform, how has the way Indian consumers discover and shop global fashion changed, particularly among Gen Z and millennials?

VN: For our globally connected consumers, fashion is increasingly discovered through a trend, an aesthetic, a collaboration or a cultural moment, rather than through a brand search alone.

The well travelled customer in particular, is highly plugged into international fashion trends and is playing a significant role in driving both brand discovery and premiumisation.

What is equally interesting is how widely that demand is travelling. Nearly 45% of our international brands business now comes from non-metro markets. For Myntra, that means the opportunity is to make international fashion more accessible and discoverable through the trends and cultural cues that consumers already follow.

ELLE: What does the Sisley launch signal about Myntra’s larger strategy for bringing more premium global fashion brands to Indian consumers?

VN: India is entering its strongest growth phase for global fashion and beauty, and Myntra is accelerating the growth of international fashion and beauty brands in India by enabling premium consumption across metros and emerging cities through technology and speed.

India’s retail lifestyle market is valued at $130–$140 billion, with fashion accounting for about 80% of it. The online retail lifestyle market, estimated at around $20 billion in 2025, is expected to scale to more than $50 billion by 2030.

We believe there is significant headroom as this audience continues to expand and become more fashion-forward in its choices. Myntra’s role is to help international brands tap into this opportunity, build relevance and scale with Indian shoppers.