Homegrown fashion brand VIRGIO has launched its latest collection, Devil Approved Drop, a fashion-forward release inspired by the cultural legacy of The Devil Wears Prada while reinforcing the brand’s commitment to sustainable and transparent fashion practices.
Based in Bengaluru, VIRGIO is positioning itself as a next-generation fashion label that blends trend-driven aesthetics with technology-led sustainability solutions. The latest collection reinterprets power dressing through structured tailoring, bold silhouettes, and contemporary styling designed for today’s consumers.
Fashion inspired by culture and inclusivity
The Devil Approved Drop draws inspiration from cinematic nostalgia while addressing modern consumer expectations around inclusivity and accessibility. The collection features extended sizing up to 6XL, aiming to make trend-led fashion more inclusive without compromising design aesthetics.
The launch reflects VIRGIO’s broader philosophy of combining fashion relevance with conscious production practices.
Demand-led production model tackles overproduction
At the core of VIRGIO’s operations is a demand-driven production strategy designed to minimise fashion waste. Unlike traditional retail models that depend heavily on forecasting and large-scale inventory production, the brand follows a fabric-first system where limited quantities of styles are initially launched in batches of 20–30 units.
Production scales only after demand signals are validated, helping reduce unsold inventory and excess manufacturing. According to the brand, some designs have scaled from small trial batches to over 12,000 units based on consumer demand.
This approach addresses a major issue within the fashion industry, where global overproduction contributes significantly to landfill waste and environmental impact.
Transparency through digital product passports
VIRGIO has also integrated transparency at the product level through QR-enabled digital passports attached to garments. Consumers can access detailed information related to the garment’s origin, carbon footprint, water usage, and cost structure, including manufacturing, logistics, and fabric sourcing.
By introducing measurable sustainability metrics and pricing transparency, the brand aims to create stronger consumer trust while challenging conventional fashion mark-ups.
Fashion meets entertainment through cinematic campaign
Supporting the collection launch is a theatrical campaign inspired by The Devil Wears Prada. VIRGIO premiered its campaign film across theatres in Bengaluru, Delhi NCR, Mumbai, Pune, Hyderabad, Ahmedabad, and Surat from 1 May 2026.
The initiative reflects the brand’s strategy of positioning fashion at the intersection of entertainment, digital culture, and immersive storytelling.
Technology-driven sustainable fashion
Founded by leadership with experience at Myntra, VIRGIO incorporates AI-led cataloguing and data-driven trend forecasting into its operations. The brand combines the speed of weekly fashion drops with systems designed to lower environmental impact.
Commenting on the launch, Amar Nagaram, Co-Founder of VIRGIO, said the brand aims to challenge the long-standing perception that sustainability requires consumers to compromise on style, accessibility, or affordability.
With Devil Approved Drop, VIRGIO continues to position itself as part of a growing movement redefining scalable sustainable fashion for modern India.
