Liva collaborates with the fashion industry

Birla Cellulose’s brand Liva recently partnered with Fashion Design Council of India providing fashion designers an opportunity to explore its new natural and fluid fabric range, according to a company press release.

Liva was also the official partner in the recently concluded Amazon India Fashion Week in New Delhi with an endeavour to reach the fashion designing fraternity.

Speaking about the collaboration, Manohar Samuel, president, marketing & business development, Birla Cellulose, said,  “Fashion Design Council of India – FDCI and Amazon Fashion Week provides a the setup to collaborate with extraordinary fashion talent. Liva accredited partner forum has really grown and is catering many domestic brands fueling manufacturing in India. The growth is very encouraging. We are collaborating with designer’s community in several ways. We connect with top designers at event like Amazon Fashion Week, other fashion shows and young designers through our event Liva Protégé’.”

“As one of the largest textile and fashion conglomerates in the country we believe that Indian fashion landscape is extremely dynamic and its talent pool rich and diverse. LIVA is a new age natural fabric and has been accepted well by the textile value chain,” added Samuel.

Liva is a fluid fabric that gives a glamorous drape, is soft, has shine and is extremely comfortable. It 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 giving a perfect look to the wearer. It does not tug out like other stiff fabrics, is extremely soft and has a great feeling on the skin, Birla Cellulose said.

Liva has already tied up with 22 major brands and more are planned for the coming season.