Virgio, a sustainable apparel brand, has collaborated with the International Indian Film Academy (IIFA) Weekend & Awards 2025 as its Sustainable Fashion Partner, keeping with the event’s long-standing environmental commitment. The 25th anniversary edition of the IIFA Weekend & Awards, taking place in the culturally rich city of Jaipur, Rajasthan, will have a strong emphasis on sustainability. This collaboration intends to increase the visibility of eco-friendly fashion inside the important Indian film industry, proving its viability and value. Virgio’s involvement is a concerted effort to incorporate sustainable practices into the glitzy world of entertainment, encouraging both celebrities and spectators to make ecologically responsible decisions. By spotlighting sustainable apparel on such a prominent platform, the cooperation hopes to spark a broader change toward more ethical and environmentally friendly methods in the fashion industry and beyond.
The partnership was centered on the IIFA Green Carpet, a program that has promoted environmental conservation since 2007. As part of the collaboration, Virgio wanted to show how ethical fashion is influencing the future of the industry by incorporating sustainability into the Bollywood celebration. Virgio’s presence was felt throughout the event, as Bollywood celebrities including Shah Rukh Khan, Karan Johar, and Kareena Kapoor, as well as South Indian and OTT personalities, engaged in conversations about the role of sustainability in fashion. The brand also highlighted Jaipur’s traditional block print craftspeople, introducing their craftsmanship to a global audience.
IIFA has transcended a mere celebration of Indian cinema, evolving into a global movement championing significant change. The partnership between Virgio and IIFA marks a significant step in mainstreaming sustainable fashion within the influential realm of Indian cinema. By placing eco-conscious practices front and center at the 25th-anniversary awards, the collaboration amplifies the message that glamour and environmental responsibility can coexist. This initiative not only showcases the viability of sustainable apparel to a global audience but also has the potential to inspire a shift in consumer behavior, encouraging a move towards more ethical and environmentally friendly fashion choices.
