A universal experience for teenage girls, Brisbane sisters Daniella Dionyssiou and Natalia Suesskow couldn’t find anything in their closets they wanted to wear. It was at that moment, at just 17 and 19 years of age, they decided to create their own dream clothing store. Now VRG GRL has a combined following across Instagram and TikTok exceeding 1.
2 million, and the likes of Ariana Grande, Kendall Jenner and Taylor Swift wearing their designs. It’s safe to say the brand has exceeded expectations. VRG GRL founders Daniella and Natalia started their brand 16 years ago.
While Dionyssiou said the brand’s celebrity appeal isn’t solely responsible for their growth, the exposure does help amplify VRG GRL to new audiences. So, where did it all start for the sisters? “We borrowed $30K from our parents, bought stock for a small storefront, and the rest is history,” Dionyssiou said. Six years later, VRG GRL shifted to a solely online business model, shutting down all bricks and mortar stores.
In 2022, they transitioned to an in-house design-led model, which meant they stopped selling clothes from wholesalers and started to establish their signature style which they say is their “biggest achievement yet”. “This shift gave us greater visibility over our supply chain and allowed us to create with greater nuance,” VRG GRL co-founder Dionyssiou said. “Now, our pieces feature thoughtful silhouettes designed to fit with ease, hand-painted prints, and fabrics you’ll want t.