Virgio launches ‘Chic-Flix’ to link holiday films with fashion

VIRGIO has launched ‘Chic-Flix: From Watchlist to Shoplist’, a campaign built around holiday film culture and designed to convert entertainment-driven inspiration into purchase behaviour. The initiative provides an OTT-inspired interface on the VIRGIO website, transforming looks from popular festive and rom-com films into shoppable, size-inclusive and sustainably produced outfits. The company aims to use this approach to deepen brand engagement and scale audience acquisition during a peak cultural moment.

The campaign addresses a recurring marketing challenge: how to convert short-lived inspiration, often triggered by visual media, into high-intent e-commerce action. VIRGIO has created an interactive and dedicated ‘Watchlist’ that presents ‘title cards’ referencing iconic costumes worn by female leads in films such as The Holiday, Love Actually, The Proposal and To All The Boys I’ve Loved Before. Each look has been reinterpreted using VIRGIO’s own styles, including pieces from its Beyond The Curve collection, which focuses on fit diversity and sustainable fabrication. The design intent is to draw a direct connection between the cinematic mood of the holiday period and readily accessible, real-world fashion choices.

This model aims to minimise friction in the shopping journey by enabling consumers to immediately browse and buy looks that mirror the scenes they associate with the season. As part of the December offer, customers who make a single purchase unlock ‘The Chic-Flix Pass’, which provides a flat 20% reduction on all future orders for the following 12 months, applied on cart value. The incentive is positioned to drive repeat engagement and extend the lifecycle of campaign-led acquisition.

Co-founder Amar Nagaram said the initiative aligns fashion discovery with cultural momentum. He noted that December viewing is dominated by holiday movies and that fashion continues to be influenced by culture-led cues. He argued that the industry’s traditional long-term production cycles often result in waste and misalignment with real-time consumer signals. According to Nagaram, the Chic-Flix approach uses immediate pop-culture relevance to present products that reflect current demand, enabling consumers to buy into a narrative rather than just a single apparel item.

The campaign emphasises customer experience, offering what the brand describes as both an aspirational pathway—allowing users to explore looks inspired by on-screen characters—and an immersive pathway, delivered through a curated digital environment that replicates the experience of browsing a streaming watchlist. The objective is to merge storytelling with retail, positioning content as the primary driver of product discovery.

VIRGIO intends for Chic-Flix to contribute to a broader shift toward content-driven commerce, where personalisation and narrative become central to retail engagement. The company sees the model as a foundation for future shopping frameworks that integrate entertainment cues directly into product ecosystems.