Navyasa by Liva launches new collection with Deepika Padukone

By

Isabelle Crossley

Published
Nov 11, 2022

Navyasa by Liva has partnered with Bollywood celebrity Deepika Padukone to launch its latest traditional wear collection for the winter festive season. The womenswear brand’s new launch features two new textiles: Liva Sheen and Liva Shimmer with zari.

The collection was designed by design duo Abirr N’ Nanki of the luxury brand Limerick and using fabrics by Liva, the brand announced on Facebook. This new collection also features a wider array of garments than its maiden collection this year. More fusion styles such as tunics, kaftans, tops, dresses, capes, and jumpsuits are rendered in its signature Liva textiles to offer a comprehensive wardrobe solution.   
 
Padukone stars in the brand’s autumn/ winter advertising campaign wearing a variety of occasion wear sarees. The brand aims to harness the actress’ pan-India popularity with this association. 

“I am hoping to see a much larger shift in the perception and adaptability to sarees, especially among the younger generation and urban women,” said Grasim Industries’ CMO Rajnikant Sabnavis, License India Bureau reported. The collection is, “aimed at perceiving sarees as the new ‘cool’ and making it the preferred attire for modern Indian women. The brand is an ode to true contemporary, cosmopolitan Indian women who believe that style is a combination of fashion and comfort.”
 
Liva retails from five stores across Mumbai, Bengaluru, and Delhi as well as on a range of multi-brand e-commerce platforms. Navyasa by Liva launched earlier this year, specialising in sarees.