VIRGIO, a sustainable fashion-tech brand, has released a new film for its ongoing VIRGIO Thursday campaign. The initiative aims to make Thursday a regular moment for fashion discovery, with new collections and products arriving every week.
Through this campaign, VIRGIO wants to give shoppers a reason to return every Thursday. Each weekly drop offers something new to explore, creating a consistent link between the day and the brand.
Turning Thursday into a Fashion Moment
The campaign builds on VIRGIO’s weekly product launch schedule. Rather than treating every drop as a separate launch, the brand is creating a familiar shopping experience around Thursday.
The idea draws on a common feeling that Thursday can seem like the longest day of the working week. By linking the day with new fashion releases, VIRGIO aims to give consumers something to look forward to before the weekend.
The latest film brings this idea to life through humour, relatable situations and digital-first storytelling. It uses unexpected reactions to Thursday to build excitement around the weekly drops and strengthen the brand’s association with the day.
A Consistent Approach to Fashion Discovery
Fashion trends move quickly, and shoppers increasingly discover new styles throughout the year. Against this backdrop, VIRGIO Thursday offers a regular opportunity to explore new products beyond traditional seasonal launches.
The campaign also serves as a brand-building initiative. VIRGIO aims to increase brand awareness, recall and engagement while encouraging shoppers to return to its platform each week.
By using familiar situations and cultural observations, the brand hopes to make the Thursday campaign more recognisable over time.
Amar Nagaram on the VIRGIO Thursday Campaign
Reflecting on the campaign, Amar Nagaram, Founder and CEO of VIRGIO, said:
“With VIRGIO Thursday, we wanted to turn something that is already part of our business rhythm into a distinctive brand experience. Every Thursday gives our consumers a reason to come back and discover what’s new, and the campaign is about building that anticipation in a way that feels entertaining, relatable and uniquely VIRGIO. Our ambition is to make Thursday synonymous with newness at VIRGIO and build a brand property that consumers recognise and look forward to.”
Building a Recognisable Weekly Brand Platform
The new film marks the next phase of the VIRGIO Thursday campaign. The brand plans to continue using relatable characters, everyday situations and cultural observations to make the weekly ritual more familiar to consumers.
Through this ongoing initiative, VIRGIO aims to establish a clear association between Thursday and new fashion discoveries. Its central message remains simple: Thursday means something new at VIRGIO.
