Dubai: Virgio, a pioneer in conscious clothing, has named Dr Mahra Lutfi—Miss UAE and Miss Planet International—as its sustainable fashion ambassador. The announcement took place at the Paramount Hotel in Dubai, bringing together key voices from fashion and sustainability. This marks a pivotal step in Virgio’s journey to make eco-friendly fashion mainstream.
Founded in 2023, Virgio has rapidly grown by blending modern style with green values. Its collections, made in Sedex-certified factories, use biodegradable materials and are PETA-certified cruelty-free. With both online and offline reach, the brand appeals to a new wave of consumers who value transparency and environmental responsibility.
As sustainable fashion ambassador, Dr Mahra Lutfi will help raise awareness about responsible fashion choices. Known globally for her advocacy, she brings a strong voice to the mission. “True style should reflect care for the world,” she said at the event, “and Virgio exemplifies that.”
“There is an opportunity for apparel brands, what consumers are looking for, and what brands are building. Virgio is a brand that is an option for consumers who are interested in sustainability. To develop our relations and belief with customers, our dresses come with a digital passport (QR Code) to give insight into the sustainable journey of what the customer received, in terms of carbon footprint, consumption of energy, and materials used.
At Virgio, we believe that true change in fashion starts with transparency and a commitment to the environment. Dr. Mahra Lutfi’s passion for sustainability and her influence as a role model make her the perfect ambassador for our brand. ”
Amar Nagaram, CEO and Co-Founder of Virgio
The collaboration also carries an international vision. Isheet Kaur, Head of International Business, stated, “Dr Mahra represents elegance and purpose. This is not just a collaboration—it’s a movement where science meets style.”
This appointment reinforces Virgio’s focus on ethical practices while challenging fast fashion norms. By naming Dr Lutfi as its sustainable fashion ambassador, Virgio sends a clear message: fashion can be both stylish and sustainable.
