VIC Very Important Choice
smart conscious fashion community


Our mission is to provide a real alternative to fast fashion. 

To make sustainable fashion accessible to all. 

To create circularity in clothing consumption. 

// 100% sustainable.


VIC - The first Smart Conscious Fashion Community in Europe

Our services

VIC - Very important Choice is the first Smart Conscious Community in Europe for sharing 100% sustainable fashion items.

  1. VIC Basic 49€

Choose 3 new Fashionable + Sustainable and use them freely for one month!

Do you love sustainable fashion but it is hard to afford it? Choose your favorite items on VIC, they get delivered straight to your door! The service includes eco-laundry disinfection at every cycle of use and handmade recycled packaging. You can join VICommunity for free and decide wether you want to order month by month, without the burden of a continuous subscription.

2. VIC Premium Event 150€*

Dress Sustainably on Any Occasion

Do you have a fancy or business event coming up and you want to wear a beautiful outfit aligned with your values? VIC selects the best outfits with ethics + aesthetics and a dedicated stylist will help you find the best shape that suits you.

*If you have already ordered a VIC Basic, you will access to 20% discount.

About us

VIC - Very important Choice is an innovative start-up based in Milan striving for a positive social and environmental impact.

VIC is the first Smart Conscious Community in Europe for sharing and circular fashion with a focus on 100% sustainability. 

VIC is a platform for sustainable fashion brands that are able to blend ethics and aesthetics: VIC organized a wide array of events and activities aimed at giving visibility and strength to the start-ups.

It is also a monthly rental online service for fashionable and sustainable items. VIC handpicks selected brand partners that can guarantee on the traceability of their items for a more transparent and fairer fashion industry. In return, they get visibility to a targeted segment of interested consumers and influencers. 

This disruptive business model of VIC blends together the latest economic trends of sharing and circularity. People in the community can access sustainable brands (Luxury and Pret-a-porter) for a fraction of the cost by using VIC’s sharing platform. On the other hand, by using a product instead of buying it, the conscious consumer contributes to a positive loop of circular economy as it avoids the creation of future waste. 


Who’s behind


Sara Francesca Lisot

Founder & CEO

She has always had a keen interest in sustainability, impactful companies and social innovation. She graduated from a Master in Social Entrepreneurship & Management in 2015 (Roskilde University, Denmark). She was selected to participate in the Nudge Global Leadership Challenge for Sustainability in Amsterdam. She sudied Human Design Thinking through and U-Theory for Innovation through the MIT platform. She now runs a life coaching business for Life Design & Nature Connection in Italy and online ( along with running VIC - Very Important Choice.