Celebs wear affordable Australian fashion brand VRG-GRL to Coachella festival sparking a HUGE growth in sales overnight

Australian online fashion retailer VRG GRL has been given a huge boost overnight after two Victoria's Secret 'angels' were spotted wearing the affordable brand at Coachella.

The fast fashion shop created by sisters Daniella Dionyssiou and Natalia Suesskow when they were teenagers in 2007 started as a brick-and-mortar store in Brisbane before the company's online presence took over in 2014.  

During Coachella's first weekend, one which is watched closely by fashionistas around the world, models Jasmine Tookes and Joy Corrigan stepped out in original VRG GRL designs retailing for $159 and $249 respectively.

 

 

During Coachella's first weekend, one which is watched closely by fashionistas around the world, models Jasmine Tookes (pictured) and Joy Corrigan stepped out in original VRG GRL designs retailing for $159 and $249 respectively

Jasmine wore the Joni Crochet Maxi Dress after her stylist Cary Robinson was gifted it organically by the sisters, who were hoping she might select it for the festival, Courier Mail reported.

Meanwhile Joy wore the Wildflowers Linen Mini Dress to perfection with beige-coloured boots for the special occasion.

The crochet dress was the most searched item on the VRG GRL website that weekend with the brand seeing a 104 per cent increase in sales of the product the day it was worn by the former VS angel.

 

 

Meanwhile Joy wore the Wildflowers Linen Mini Dress to perfection with beige-coloured boots for the special occasion

'It's always exciting to see icons like Jasmine Tookes in VRG GRL as they show style is not about what you're wearing, but how you wear it, which is exactly what our brand is all about,' Ms Dionyssiou told the publication.

'We're constantly striving to inspire women to express themselves through unique and cool pieces and to have the confidence to be their most creative selves - we feel Jasmine has done just that.'

In 2020 VRG GRL saw another spike in sales - and had to hire more staff - after Ariana Grande wore the brand's clothing on her birthday.

Rain On Me singer Ariana took to Instagram on June 28 to celebrate her 27th birthday, posing in the top half of Verge Girl's Holidaying In Italy Knit Set ($119). The pint-sized star has 306million followers on the social media platform.

 

The fast fashion shop created by sisters Daniella Dionyssiou and Natalia Suesskow when they were teenagers in 2007 

 

 

Rain On Me singer Ariana (left) took to Instagram on June 28 to celebrate her 27th birthday, posing in the top half of Verge Girl's Holidaying In Italy Knit Set ($119 pictured right)

'Sales have really grown exponentially during the Covid period. We are proud of the fact that we have been able to not only keep all our staff on, but have been able to hire new staff members,' Ms Suesskow said at the time.

'With the recent purchase of a new warehouse and a whole lot of space, we are really focused on growth.

'Our growth in the US market has increased to over 60 per cent of total sales, so in the near future we can definitely see ourselves expanding our warehousing and operations to the US, but as far as our Brisbane based team, we are definitely here to stay. Brisbane is home.' 

 

 

Customers have been excited to get their hands on the same set that Ariana Grande wore on her birthday (pictured)

 

The store sells a range of accessories alongside tops, cardigans, jackets, dresses, trousers and shoes

The siblings, who both graduated as fashion students, have seen the way celebrities have impacted on their brand since the beginning, with Victoria's Secret model Romee Strijd attracting plenty of customers after wearing a Verge Girl outfit at Coachella a few years ago.

Gigi and Bella Hadid, Kourtney Kardashian, Kendall Jenner and Maddie Ziegler have been spotted in the Australian threads since. 

The motto at Verge Girl has always been to provide young women with affordable and 'cool' clothing with a focus on trendy styling.

While they don't specifically target celebrities their stylists contact Daniella and Natalia for products the client likes, and they send through photos if the celeb is spotted in it - which are then posted online.

What is Verge Girl?

It's an online fashion hub for young women to visit and purchase the latest styles and trends sold at an affordable price.

Many of the garments are less than $100 in price and there are hundreds of new designs uploaded every week.

Gigi and Bella Hadid, Kourtney Kardashian, Kendall Jenner and Maddie Ziegler have been spotted in the Australian threads since it launched in 2007.

Most recently Ariana Grande took a selfie wearing the Holidaying In Italy Knit Set ($119), causing the set to sell out in almost all sizes. 

 

 

Gigi and Bella Hadid, Kourtney Kardashian, Kendall Jenner and Maddie Ziegler (pictured in a green top from the website) have been spotted in the Australian threads since

 

The motto at Verge Girl has always been to provide young women with affordable and 'cool' clothing with a focus on trendy styling (customer in a top from Verge Girl)

'We have our own Verge Girl range which makes up the majority of our sales and our marketing is based primarily around influencer collaborations, Facebook and Instagram ads and email campaigns,' Natalia told Power Retail. 

Despite growth being at an all-time high during the global pandemic, the sisters had to pay five to six times more on air freight to their warehouse.

But it was worth the price because the demand for stock has been 'so great'. 

'We have noticed that not only are people who have been at home and working from home shopping up a storm, but the excitement of a new delivery in the mail really keeps the spirits up for planned nights out and fun times ahead,' she told the publication.

 

 

Despite growth being at an all-time high during the global pandemic, the sisters have had to pay five to six times more on air freight to their warehouse

 

The company has a staggering 848,000 followers on Instagram alone, a far-cry from the 34,000 they had in 2014 when the online store became priority

'This combined with marketing efforts, is really what has caused the huge growth in sales.'

The company has a staggering one million followers on Instagram alone, a far-cry from the 34,000 they had in 2014 when the online store became priority. 

'We post a lot of what comes in online on Instagram, Facebook, Tumblr and Twitter and I guess that optimised sales for us because it's a super easy way of being able to look at what's new,' they told Emily Arnold in 2014.

'Social media has definitely been a plus for our business.'    

Source: DailyMail

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