Friday, April 3, 2015

LIVA - New Age Fluid Fabric Launch by BIRLA CELLULOSE

Hey lovely readers!
Hope you all have a great weekend. I visited Adventure Island, a theme park in Delhi today and had a great time with my cousins.
A few days back I had received an invite for a launch event in Mumbai but due to some reason I couldn't attend the same. But well I made sure that I get all the deets from the event to keep you updated about what's going on in the Indian Fashion industry.

So last week, with a grand event at JW Marriott Mumbai, Birla Cellulose, from Aditya Birla Group, unveiled their much awaited new age fabric brand, LIVA with their new stylish brand ambassador, the glamarous Bollywood diva -  Kangana Ranaut. The brand also announced the launch of Liva Accredited Partner LAPF at the event.

 You will be wondering now what exactly is LIVA and what made a star like Kangana Ranaut get associated with a fabric brand.

"LIVA is a new age fabric that is natural, fluid, and fashionable which infuses fluidity into the garment. 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."


Kangana Ranaut, Brand Ambassador, LIVA





LIVA was launched with a unique concept in the form of a fluid fashion showcase titled 'Panchtatva' which represented a beautiful amalgamation of the five elements to bring out the essence of LIVA.

The first collection of the show themed AIR was presented by James Ferreira who is known for his subtle non-literal infusion of Indian elements. Puja Nayyar, known for her unique ideation towards experimentation in design, used EARTH as an element to showcase the expanse of the fabric LIVA.

Using WATER as the inpsiration, Narendra Kumar, well known for his structured silhouette and sharp tailoring, displayed the fluidity of the fabric. Designer Anita Dongre, who is known for her wide range -prĂȘt 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.







Speaking from the venue, actress Kangana 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."

Mr K.K. Maheshwari, Managing Director - Grasim Industries and Group Director - Textiles launching LAPF (LIVA Accredited Partner Forum)
Designer Anita Dongre during the launch event
The launch event was a great success and I think it is really inspiring that Kangana Ranaut, an actress I really admire, chose to get associated with a brand which understands the importance of using natural resources and presenting us an option of choosing sustainable resources when it comes to Fashion too.

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

Love
Nitika

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