Myntra has acquired Deepika Padukone’s fashion brand ‘All About You.’

Launched in 2015, the brand was owned by Padukone and the e-commerce platform as equal partners and has become one of the leading womenswear brands on the website.

Padukone said in a statement: “Collaborating with Myntra and creating a brand such as ‘All About You’ has not only been creatively satisfying but has also taught me a lot. I wish the brand and the team much success as they embark on a new journey.”

Myntra further plans to make the brand more popular by making the collection easily available to unexplored markets in the nation.

Manohar Kamath, Head, Myntra Fashion Brands said: ” Our partnership with Deepika Padukone and ‘All About You’ has been extremely fruitful. Over the years, we have successfully managed to create a brand that resonates with the modern Indian woman and as part of the next phase of growth, Myntra has now acquired full stake in the brand.”

Since last few years, Myntra has been partnering with celebrities for fashion brands. These brands include names such as  HRX, co-owned by Exceed Entertainment, Hrithik Roshan and Myntra, ‘House of Pataudi, co-owned by Exceed Entertainment, Saif Ali Khan and Myntra.

This news comes in after the e-commerce platform is expanding in international markets.