BIRLA CELLULOSE LAUNCHES LIVA – THE NEW AGE FLUID FABRIC

Birla Cellulose, from Aditya Birla Group, unveiled their much awaited new age fabric brand, LIVA with their new stylish brand ambassador Kangana Ranaut and announced the launch of Liva Accredited Partner LAPF at JW Mariott, Mumbai with an exclusive fashion show on 27th March 2015.. LIVA is a new age fabric that is natural, fluid, and fashionable which infuses fluidity into the garment.

Slowly people have started to adapt themselves into living a natural lifestyle, from eating organic food to wearing just natural fiber clothing. Speaking of natural fiber, I’d say, the newly introduced natural fabric made of cellulose fiber by Birla is going to be huge. I’d tell you why? * Natural fiber clothing is less toxic than synthetic fiber * Natural fiber clothing is more sustainable * Natural fiber clothing is a better investment

If you’re looking for an ensemble that is stylish, flowing, easy on your skin and on the environment than LIVA is the one.

Kangana Ranaut walks the ramp with other models donninf LIVA, the new age fluid fabrics

The essence of LIVA is an amalgamation of the five elements: Air, Earth, Water, Fire and sky. The well known and renowned designers: James Ferreira, Puja Nayyar, Narendra Kumar, Anita Dongre and Sohum Dave presented their collections at the launch of LIVA Viscose collection using the LIVA fabric. Each designer chose one element of the Panchtatva and showcased the collection inspired by it. From non-literal infusion of Indian elements to structured silhouette and sharp tailoring. All the designers demonstrated the versatility of the fabric through their collections.

Whilst speaking to Kangana Ranaut, the showstopper of the event, from the venue, she said “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”.

Speaking during the press-conference, Mr. K.K Maheshwari (Managing Director – Grasim Industries and Group Director – Textiles) 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.”

Kangana Ranaut walks the ramp with other models donninf LIVA, the new age fluid fabric
Models walking the ramp at the launch of LIVA4
Mr K.K. Maheshwari, Managing Director - Grasim Industries and Group Director - Textiles and Kangana Ranaut briefing the media on the launch of LIVA
 Mr K.K. Maheshwari, Managing Director – Grasim Industries and Group Director – Textiles and Kangana Ranaut
Models walking the ramp at the launch of LIVA2
Models walking the ramp at the launch of LIVA3
Model walking the ramp at the launch of LIVA
Model walking the ramp at the launch of LIVA1
LIVA Collections
LIVA Collectionss
LIVA collection
Fashion-designers- Puja Naiyyar and Sohum Dave at the launch of LIVA
 Fashion-designers- Puja Naiyyar and Sohum Dave
Renowned fashion designer, Anita Dongre at the launch of LIVA
 Renowned fashion designer, Anita Dongre
Renowned fashion-designer, Wendell Rodricks, at the launch of LIVA
Renowned fashion-designer, Wendell Rodricks

About LIVA
LIVA is a new age fabric made with natural fibres from Pulp &Fibre Business of Aditya Birla Group. It’s is a fluid fabric that gives a glamorous drape is soft, has shine and is extremely comfortable. LIVA is made from natural fibers/cellulosic that is derived from wood pulp. Hence, it gives a beautiful flow to the garments and enhances ease of movement. It takes the shape of the body and hence gives you perfect look. It doesn’t tug out like other stiff fabrics. It is extremely soft and has a great feeling on the skin. It also has a natural shine that makes it look dressy unlike other fabrics. And finally since it is natural, it has great breathability and it is extremely comfortable to wear.

About Birla Cellulose: Birla Cellulose is the pulp and fibre business division of Aditya Birla Group. The Pulp and Fibre business is an integral part of the Group and over the years, it has contributed significantly to its growth and has taken a remarkable position in terms of global presence. Birla Cellulose enjoys a leadership position with over 20% of the world market share. Over the last 3 years alone Group’s investments have been in excess of Rs. 4,300 crores and the capacities have scaled close to 1 million tons per annum. Birla Cellulose has always been customer-centric and VSF continues to move ahead of the times.

“If LIVA has you intrigued then please do get in touch with Media Moments (www.mediamoments.in) for further details!”

xx

AJ

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