“It’s better on the edge”: Fashion label VRG GRL redefines voice and messaging via Willow & Blake

VRG GRL has partnered with Willow & Blake to overhaul its brand positioning and voice, tackling outdated “fast fashion” perceptions and aligning its identity with the label’s bold, original style.

Never one played by fashion’s rules, with a cult following and a knack for originality, VRG GRL has long been loved for clothes that feel different. But while the brand has evolved with every print, pattern and piece now designed in-house in Australia, with quality and responsibility stitched into every seam – many still carry outdated “fast fashion” perceptions.

Willow & Blake has helped to reposition the label’s approach to words, giving it a voice as unapologetic as its style.

“VRG GRL has always added something original,” says Bri Nixon, Creative Director at Willow & Blake. “Whether it’s to their product, styling and creative approach. And Natalia and Daniella had a clear view that the brand’s voice needed that extra spark. Creative without being kitsch.”

“We used idioms and other secret language tools to give the team a voice that’s compelling, distinctive and pairs seamlessly with their already strong visuals. With messages like ‘Looks you won’t see on every second person… because you aren’t every second person’ and ‘Outfits for every iteration’. After the onboarding, you can already see the new voice shining through their channels. Props to the VRG GRL team.”

The outcome? A defined brand strategy and voice guidelines including their new tagline: “It’s better on the edge.”

“The new brand tagline for VRG GRL aligns strongly to the brand’s philosophy,” notes Co Founder and CEO Daniella Dionyssiou. “This isn’t a brand about blending in, chasing trends, or playing it safe. It’s about finding your own style in the margins, where things get interesting.

“We’ve always taken a creative approach, but putting that into words really unifies and solidifies the direction we are heading in for the brand.”