VIRGIO, India’s trend-led sustainable and size-inclusive fashion brand, has introduced CHIC-FLIX: From Watchlist to Shoplist. The campaign turns the emotional pull of classic and contemporary Holiday films into an OTT-style shopping experience. With this concept, VIRGIO sets a fresh benchmark for digital retail engagement and audience conversion.
Bridging Inspiration and Purchase
CHIC-FLIX solves a key marketing challenge: converting quick inspiration into confident buying decisions. VIRGIO created a dedicated Watchlist on its website, and each “title card” showcases outfits inspired by female leads from popular rom-coms and festive favourites. These include The Holiday, Love Actually, The Proposal, and To All The Boys I’ve Loved Before.
All looks are reimagined using VIRGIO’s sustainable and size-inclusive styles from the Beyond The Curve collection.
A Seamless Path to Commerce
This format connects cinematic nostalgia with instant shopping. As a result, consumers move from inspiration to purchase without friction. VIRGIO also introduces an exclusive reward: a single December purchase unlocks The Chic-Flix Pass, which gives shoppers a flat 20% discount on all future orders for the next 12 months, based on their cart value.
Culture-Driven Fashion Strategy
Amar Nagaram, Co-Founder of VIRGIO, explained the vision behind the campaign. “Fashion is driven by culture, and in December, that culture comes from Holiday movies. The industry has been taking bets far into the future, which leads to waste and inefficiency. With CHIC-FLIX, we flip the script. We use real-time social signals and pop culture to show exactly what the consumer wants, when they want it, and we sell them the narrative, not just the apparel.”
A More Immersive Customer Experience
CHIC-FLIX focuses on delivering a premium customer experience. It offers both aspiration and immersion through character-based styling and a curated watchlist environment. VIRGIO aims to establish this content-driven model as a new direction for retail. It plans to make cinematic storytelling a core part of personalised fashion discovery.
Now Live on VIRGIO.com
The complete CHIC-FLIX experience is available now on virgio.com, inviting shoppers to explore movie-inspired styles throughout the Holiday season.
