VIRGIO has launched its latest collection, “Devil Approved Drop,” as the homegrown fashion label continues to build a demand-led and technology-driven approach to sustainable fashion in India.
The launch comes at a time when the global fashion industry continues to face mounting concerns around overproduction and textile waste. The fashion sector produces nearly 100 billion garments annually, with an estimated 20 to 30 percent remaining unsold and eventually ending up in landfills.
Drawing inspiration from The Devil Wears Prada, the collection focuses on structured tailoring, statement silhouettes, and contemporary power dressing aimed at modern consumers. The range also includes inclusive sizing extending up to 6XL.
The company said the collection is backed by a production model designed to reduce excess inventory and align manufacturing with real-time demand. Unlike traditional fashion supply chains that depend on bulk production and long-term forecasting, VIRGIO follows a fabric-first model where responsibly sourced materials are secured in advance while styles are initially launched in limited quantities of 20 to 30 units.
Production is scaled only after demand is validated through consumer response. The company stated that some styles have grown from an initial production batch of 30 units to more than 12,000 units under this model, while reducing inventory surplus.
To strengthen transparency, the company has introduced digital product passports accessible through QR codes attached to garments. Consumers can access information related to product origin, water consumption, carbon footprint, and cost breakdowns covering fabric, manufacturing, and logistics.
As part of the launch campaign, VIRGIO also rolled out a cinematic advertising initiative inspired by The Devil Wears Prada. The campaign film was screened in theatres across Bengaluru, Delhi NCR, Mumbai, Pune, Hyderabad, Ahmedabad, and Surat beginning May 1, 2026.
Founded by a leadership team with prior experience at Myntra, VIRGIO integrates AI-led cataloguing and data-driven trend forecasting into its operations. The company said this enables it to introduce weekly fashion drops starting at Rs 990 while maintaining a lower environmental impact compared to conventional fast fashion models.
Amar Nagaram, Co-Founder, VIRGIO said, “Sustainability in fashion has long been positioned as a trade-off—between style and responsibility, speed and impact, aspiration and access. What we’re building at VIRGIO challenges that binary. By combining demand-led production, radical transparency, and trend-first design, we’re creating a model where consumers don’t have to choose. ‘Devil Approved’ reflects that mindset, but the larger goal is to redefine what clean fashion means at scale.”
The company believes the shift toward demand-led production and measurable transparency reflects broader changes taking place across the fashion industry, where sustainability is increasingly becoming an operational and business priority rather than a marketing-led proposition.