MUMBAI: Birla Cellulose, from Aditya Birla Group, unveiled its new age fabric brand, LIVA. The company has named Kangana Ranaut as its new brand ambassador.
The company also launched the Liva Accredited Partner Forum (LAPF) at JW Mariott, Mumbai with a fashion show. LIVA is a new age fabric that is natural, fluid, and fashionable which infuses fluidity into the garment.
The evening saw an amalgamation of the five elements to bring out the essence of LIVA, in a fluid fashion showcase titled ‘Panchtatva’.
James Ferreira, renowned for his subtle non-literal infusion of Indian elements, presented the LIVA Collection themed Air, whereas Puja Nayyar, known for her unique ideation towards experimentation in design, used Earth as an element to showcase the expanse of the fabric LIVA. Narendra Kumar, known for his structured silhouette and sharp tailoring, displayed the fluidity of the fabric, using Water as the inspiration and Anita Dongre, who is known for her wide range - pr?t to couture, traditional to contemporary, classic to avant-garde and desi to global, took inspiration from Fire to bring alive the fiery fluidity of LIVA.
The highlight of the showcase was show stopper Kangana Ranuat, walking the ramp in a gorgeous LIVA creation.
Ranaut said, “When I saw the fabric, I was really surprised at how flowy and fluid it was. It draped by body in just the right way, wasn’t too boxy or too tight. The fabric moved as I moved. I think it’s the kind of fabric that can go well with any clothing and occasion. Moreover, I personally feel that LIVA is going to play a very important role in the world of fashion. People always want something new; something exciting and I can see it happening with LIVA. The collections seen tonight are very much testament to the great potential the brand has for women’s wear. It feels great to be here tonight with the wonderful design team from LIVA, and of course, the absolutely brilliant designers who have show cased their collections”
Grasim Industries managing director and group director – textiles K.K Maheshwari said, “Firstly, we needed to create a distinctive and relevant end-consumer promise. With years of experience and several intense rounds of understanding consumers, we have found one that we believe resonates strongly with their desires and beliefs. Not only does it fully satisfy them on the aspect of being a natural product, it also delights them on the distinctive aspect of the product which is its soft drape, or “fluidity”. I am delighted to announce that we are launching this product under the brand name “Liva” with the very simple but very meaningful and attractive proposition of “Natural Fluid Fashion.”
