With a mission to provide the latest style options to consumers, e-commerce site Myntra.com has announced young designer Masaba Gupta as the creative director for their Indian apparel brand Anouk.

Starting this month, Masaba will add her personal twist to Anouk and develop signature designs in Indian wear that will be exclusively available on Myntra.com.

"I was absolutely thrilled and honoured when I was asked to creatively head Anouk for Myntra.com. Anouk personifies the young Indian woman who I like to speak to through my designs. She has a passion for life, flair for fashion and loves unique bold design concepts," Masaba said in a statement.

"I can't wait to translate all these beautiful elements into my designs for Anouk and create a versatile style experience for Myntra's consumers," she added.

Anouk is the ethnic wear brand by Myntra.com which also diversifies into Anouk core, Anouk Rustic and Anouk Mirage giving consumers a wide variety of designs to choose from.

Mukesh Bansal, CEO, Myntra.com and head of fashion, Flipkart.com, says that "Masaba beautifully embodies values of individuality, confidence, urbanism and tradition, all of which represent the brand Anouk."

"We're very proud to welcome Masaba to the Myntra.com family and look forward to a long and fabulous association," said Bansal.