Miss UAE launches ‘sustainable fashion movement’

Jamil Khan, Senior Reporter

Dr Mahra Lutfi, having two distinguished titles, Miss UAE and Miss Planet International, has announced a collaboration with a fashion brand to launch a massive “sustainable fashion movement” aiming to preserve Planet Earth for future generations.

In a press meet, Dr Mahra while talking to Gulf Today said that, to work in line with creating a sustainable fashion range of clothes, she has collaborated with Virgio, the pioneering sustainable fashion brand, and also will represent as “Sustainable Fashion Ambassador” in region.

The event was held at Paramount Hotel in Dubai and was attended by industry leaders and key stakeholders.

Speaking at the launch, Dr Mahra said, “Fashion should reflect both our individuality and our values. True style is more than just how we look and appear; it should also showcase care for our world and each other. With Virgio, I see a genuine effort to create clothing that respects both people and the planet. I am proud to collaborate with them and play a part in sharing their story. Together, we can help people see that ethical fashion can be both accessible and stylish.”

Responding to a question, she said that soon she will unveil her own line of fashion designs which will be reflecting the Emirati culture and heritage, and will be showcasing them in a fashion show in Dubai.

Amar Nagaram, CEO and Co-Founder of Virgio, commented, “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. By joining forces, we aim to inspire a movement towards fashion that is not just about looking good but also about doing good.”

He vowed to reduce the waste of unsold inventory reaching landfill sites and creating more sustainable material to save the planet’s resources.

The brand, founded in 2023, has already sold a good number of clothes so far.

“To reach our customers, we are already in contact with a number of UAE-based brands to set up our brick-and-mortar outlets in the country and beyond,” said Nagaram. “Our approach combines natural, biodegradable fabrics with transparent, ethical manufacturing. The collections are crafted in Sedex-certified factories, are PETA-certified cruelty-free, and use innovative packaging to reduce environmental impact. With a presence both online and in stores, Virgio has seen rapid growth in India, driven by a new generation of consumers seeking style without compromise on responsibility,” he added. Further Isheet Kaur, Head of International Business adds, “At Virgio, we’re thrilled to partner with Dr Mahra – a true icon of elegance, purpose, and positive change. Together, we’re not just launching a brand collaboration – we’re igniting a movement. Where science meets style, and sustainability takes centre stage. With Dr Mahra’s passion and our commitment to innovative, stylish, and sustainable fashion, we’re poised to change the dynamics of the fashion industry – not just in the region, but far beyond.”