The shift from analog to digital communication poses challenges for fashion brands that want to associate their identity with values such as gender equality and disseminate those values to their target audiences. This necessitates the implementation of digital marketing strategies that include digital communication actions using media such as social networks, blogs, and websites, among others. These media present themselves as a critical platform for the development of new communicational practices within fashion trends communication, enhancing new forms of interaction with their strategic audiences while being attentive to their changing needs (Melo, Gestão de Marketing e Branding: a arte de desenvolve e gerenciar marcas. Editora Alta Books, Rio de Janeiro, 2018). It is critical to examine how fashion brands use social media, such as the Indian brand Myntra’s Anouk’s advertising strategy, to improve its performance not only in the field of fashion tradition and identity, but also by contributing to the campaign against prejudice and stereotypes associated with gender disparities. Through Anouk, Myntra’s ethnic apparel brand, the contemporary woman, who is bold, beautiful, and courageous, is developing a paradigm of affirmation of her individuality through the digital marketing campaign “Bold is Beautiful.” These three-minute videos showcase three aspects of twenty-first-century Indian women’s choices and raise questions about prejudices that society does not openly discuss, such as homosexuality, single-parent families, and independent women. The qualitative research methodology is the foundation of our methodological strategy. We began by conducting bibliographical research and providing a critical analysis. In the second half, we focus on a case study “The Visit,” in which we utilize the content analysis technique.