MUMBAI: Liva, the ingredient consumer brand of the Aditya Birla Group, has announced its partnership with Fashion Design Council of India’s (FDCI) to showcase India’s first Green Heart Fashion Show with a thought leading initiative to promote the concept of sustainability through their collection and products. This initiative by Aditya Birla was the reflection of its commitment towards breaking the myth about eco-friendly materials and also educates the users about the need for utilisation of sustainable materials to avoid environmental hazards in future.

In order to enhance and promote sustainable development Green Heart Fashion Show showcased collections by well-known designers: Rina Dhaka, Sahil Kochhar, Shalini James, and Samant Chauhan who created fluid garments using Liva eco. The show reconciled sustainability with the fashion industry, ethics and responsibility with beauty, luxury and comfort with style and elegance. The collection shattered the myth of sustainable clothing being boxy, stylishly textured, and fashionable while highly breathable.

“The mission was to showcase a series of collection  featuring designers championing sustainability and eco-friendly fashion practices. Liva has taken this step of associating with FDCI to support responsible fashion across the value chain,” said Birla Cellulose global chief sales and marketing officer Rajeev Gopal on Liva’s association with FDCI. “With textiles consumptions increasing by the hour and the emergence of fast fashion, the industry at large must realise the need for sustainability to save the future” he further added.

“FDCI is forging ahead to take fashion on a greener path with a generation of new-age eco-warriors. We believe sustainability and conscious consumption is the need of the hour. Thus, we are extremely proud to begin this new chapter with LIVA as our associate sponsor, as we share a common ideology,” says FDCI president Sunil Sethi.