New Delhi, Jul 28 (PTI) Lifestyle platform Myntra has introduced Runway Icons, a dedicated store for premium ethnicwear on its app, it said in a statement.

Attributing 60 per cent growth in the segment from metropolitan and Tier-1 cities, it said ethnicwear emerged among the most popular categories in Myntra's End of Reason sale in June this year.

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Clothing like kurtas, sarees including sets and ready-to-wear options were the most popular while fusionwear, coord sets and ethnic dresses saw increased traction, Myntra said.

The demand in tier-2 and 3 cities was driven by social media as consumers engaged with fashion content and purchased from new-age D2C brands, it added.

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According to industry estimates, women's ethnic wear market is expected to reach about Rs 2 lakh crore by 2025, Myntra said.

* * * * * * Cycle Marathon taking visitors on virtual journey of villages

* As part of the launch of the Mera Gaon Meri Dharohar virtual platform, a "Cycle Marathon" took visitors on a virtual journey to villages.

Experiential platform Tagbin, which also curated the projection mapping show on Qutub Minar attended by Union Home Minister Amit Shah, used sensor-based technology for visitors to experience rural life through the marathon, it said.

The show will now be a daily spectacle that the general public can enjoy for free at 8:15 PM, Tagbin stated.

Other immersive experiences at the event included listening to synchronised audio from nearby rooftops and selecting projection patterns they wanted to see live on Qutub Minar.

(The above story is verified and authored by Press Trust of India (PTI) staff. PTI, India’s premier news agency, employs more than 400 journalists and 500 stringers to cover almost every district and small town in India.. The views appearing in the above post do not reflect the opinions of LatestLY)