MAM
Virgio transforms into a circular fashion brand, pioneering a new era
Mumbai: Virgio, a fashion-tech start-up has announced a new version of Virgio which is set to be unveiled this week. The Accel, Prosus and Alpha wave-backed fast fashion brand is evolving into something even more meaningful and powerful. This exciting development marks a new chapter in the brand’s journey, promising to be still fashion-forward with enhanced customer experiences, and a renewed commitment to circularity and innovation. As one of the fastest-growing fashion start-ups, Virgio’s customer base grew over a lakh within the first year of its launch. This year marks a renewed commitment from Virgio to build fashion better.
With Myntra the former CEO Amar Nagaraman, at the helm, Virgio has consistently captured the essence of contemporary fashion trends while maintaining its distinctive identity. The upcoming revamp is a reflection of Amar Nagaraman’s dedication to evolving with the ever-changing needs and desires of its discerning clientele. His vision to make circular fashion the way of life is pro-planet and will usher in a new era in the fashion industry in India. The brand’s design team has been hard at work, meticulously crafting new collections that embody both sophistication and modernity, all made in natural fabrics to ensure they last longer, are good for the community and can be recycled after their usage.
Commenting on the evolution, co-founder Amar Nagaraman stated, “While fast fashion is agile, trendy and caters to the growing needs of the young blood in India, it also promotes overproduction, overconsumption. Fast fashion companies use harmful fabrics and exploit labour to cut corners on pricing and quality fuelling the market with what will be sent to landfills. It’s a global crisis and we all are witnessing it. That’s why we’ve made a conscious choice to move our entire efforts to build a circular fashion brand.”
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
