Latest news with #Virgio
Gulf Today
19-04-2025
- Lifestyle
- Gulf Today
Miss UAE launches ‘sustainable fashion movement'
Jamil Khan, Senior Reporter Dr Mahra Lutfi, having two distinguished titles, Miss UAE and Miss Planet International, has announced a collaboration with a fashion brand to launch a massive 'sustainable fashion movement' aiming to preserve Planet Earth for future generations. In a press meet, Dr Mahra while talking to Gulf Today said that, to work in line with creating a sustainable fashion range of clothes, she has collaborated with Virgio, the pioneering sustainable fashion brand, and also will represent as 'Sustainable Fashion Ambassador' in region. The event was held at Paramount Hotel in Dubai and was attended by industry leaders and key stakeholders. Speaking at the launch, Dr Mahra said, 'Fashion should reflect both our individuality and our values. True style is more than just how we look and appear; it should also showcase care for our world and each other. With Virgio, I see a genuine effort to create clothing that respects both people and the planet. I am proud to collaborate with them and play a part in sharing their story. Together, we can help people see that ethical fashion can be both accessible and stylish.' Responding to a question, she said that soon she will unveil her own line of fashion designs which will be reflecting the Emirati culture and heritage, and will be showcasing them in a fashion show in Dubai. Amar Nagaram, CEO and Co-Founder of Virgio, commented, 'At Virgio, we believe that true change in fashion starts with transparency and a commitment to the environment. Dr Mahra Lutfi's passion for sustainability and her influence as a role model make her the perfect ambassador for our brand. By joining forces, we aim to inspire a movement towards fashion that is not just about looking good but also about doing good.' He vowed to reduce the waste of unsold inventory reaching landfill sites and creating more sustainable material to save the planet's resources. The brand, founded in 2023, has already sold a good number of clothes so far. 'To reach our customers, we are already in contact with a number of UAE-based brands to set up our brick-and-mortar outlets in the country and beyond,' said Nagaram. 'Our approach combines natural, biodegradable fabrics with transparent, ethical manufacturing. The collections are crafted in Sedex-certified factories, are PETA-certified cruelty-free, and use innovative packaging to reduce environmental impact. With a presence both online and in stores, Virgio has seen rapid growth in India, driven by a new generation of consumers seeking style without compromise on responsibility,' he added. Further Isheet Kaur, Head of International Business adds, 'At Virgio, we're thrilled to partner with Dr Mahra – a true icon of elegance, purpose, and positive change. Together, we're not just launching a brand collaboration – we're igniting a movement. Where science meets style, and sustainability takes centre stage. With Dr Mahra's passion and our commitment to innovative, stylish, and sustainable fashion, we're poised to change the dynamics of the fashion industry – not just in the region, but far beyond.'
Campaign ME
28-03-2025
- Business
- Campaign ME
‘Transparency in marketing legitimises fashion brands'
With MENA's growing population of approximately 570 million in 2024, there is an increasing recognition of the need to transition to more sustainable practices to ensure the long-term well-being of both people and the planet. Research suggests that consumers are increasingly loyal to brands that prioritise sustainability, making sustainable marketing a strategic necessity for brands. Older consumers in the MENA region are becoming more environmentally aware, with many engaging in sustainable behaviours like donating unwanted clothes. Meanwhile, Gen Z and millennials prioritise sustainability in fashion, with 40 per cent of Gen Z expecting that 75 per cent of their future purchases will be pre-owned, driven by affordability and environmental concerns. 'Many Gen Z consumers still shop fast fashion, highlighting an 'attitude–behavior gap' where price and trends often outweigh sustainability values,' said Irina Tatarinova, Brand Director at Flowwow. 'To bridge this gap, brands must offer accessible, aspirational, and affordable sustainable alternatives that align with ethical values and consumer behaviour. ' However, younger audiences remain sceptical of sustainability messaging, expecting brands to be transparent, engaging, and social media-savvy in their communication. This new segment of audience has been identified as 'GenConscious' by Amar Nagaram, CEO and Co-founder of Virgio. On marketing sustainable fashion, he said: 'Sustainability starts with transparency. Transparency in marketing legitimises fashion brands.' Nagaram urges fashion brands to 'share stories about the people behind the brand and the impact of sustainable practices to connect with customers on a deeper level and highlight the importance of sustainability in fashion.' He suggests that balancing transparency and storytelling involves authentic communication and long-term commitment. 'To ensure sustainability messaging is credible and engaging for GenConscious consumers, brands must back up claims with data, and avoid greenwashing,' he said. 'Brands need to track customer engagement with sustainability-focused campaigns, including participation in eco-friendly initiatives and feedback on messaging. Use surveys, social media sentiment analysis, and customer reviews to understand how consumers perceive a company's sustainability efforts,' he suggests. 'Companies see the benefit of engaging consumers in sustainability initiatives, which can encourage responsible consumer behaviour and create a positive feedback loop between consumer demand and corporate actions,' Tatarinova adds. Sustainability is no longer a niche concern but a commercial imperative, with younger consumers demanding transparency and accountability from brands. To remain relevant, fashion companies must bridge the gap between sustainability values and purchasing behaviour by offering ethical, accessible, and aspirational alternatives. Chatter and trends around the topic suggest that brands that succeed at this will not only drive sales but also shape a more responsible industry – one that aligns with the expectations of an increasingly conscious generation.
Gulf Today
22-03-2025
- Business
- Gulf Today
Virgio: Redefining fashion sustainability on World Water Day
Gulf Network As the world unites to celebrate World Water Day on March 22nd, Virgio focuses on its commitment to sustainable fashion by adhering to one of the most crucial issues- water conservation. The Fashion industry consumes the largest amount of fresh water, through authentic production methods which furthermore depletes crucial resources and pollutes conscious practices by Virgio, water efficiency , ethical sourcing and responsible production are all integrated throughout the production of Virgio's garments. Aesthetics with Virgio is of utmost importance, as the ethos of the brand is minimizing environmental impact. Each garment of Virgio is carefully curated using: 1. Low Impact Dyes: Authentic textile dyeing is accountable for 20% of global waste water pollution according to sources. Virgio, integrates non-toxic, water-efficient dyes to drastically reduce chemical runoff and safeguard aquatic ecosystems. Fabrics: Virgio uses organic cotton, Tencel, and recycled fabrics that utilizes vast reduction in water compared to conventional textiles. If fashion brands use organic cotton compared to conventional cotton - facts suggest 91% less water is used in organic cotton. Production: Overproduction leads to excessive water consumption and textile waste. Virgio's tech-driven, made-to-order model ensures that each piece is crafted only when needed, preventing unnecessary resource depletion. Water is a shared resource that sustains communities, ecosystems, and industries. For World Water Day today, as a responsible Fashion " Virgio urges consumers to make mindful choices by supporting sustainable fashion brands that prioritize water conservation. Every purchase from Virgio represents a step towards a cleaner, greener future where style meets sustainability. Join us in making a difference—because fashion should never come at the cost of our planet's most precious resource" – Amar Nagaram. CEO, Founder of Virgio.
