Friday, 27 March 2015

Launch of LIVA - new age fabric brand

On 27th March 2015 at JW Marriott Mumbai, a revolution was made. Birla Cellulose, from Aditya Birla Group, unveiled their much awaited new age fabric brand, LIVA with their new stylish brand ambassador Kangana Ranaut with an exclusive fashion show titled “PANCHTATVA".

The evening saw a beautiful amalgamation of the five elements to bring out the essence of LIVA,. James Ferreira, renowned for his subtle non-literal infusion of Indian elements, presented the LIVA Collection themed AIR, Puja Nayyar, known for her unique ideation towards experimentation in design, used EARTH as an element to showcase the expanse of the fabric, Narendra Kumar, well 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, 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 Ranaut.

Actress Kangana Ranaut was impressed with LIVA and 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 evening was hosted by Mr K.K. Maheshwari, Managing Director - Grasim Industries and Group Director - Textiles, she expressed her happiness by saying, "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' ".

LIVA is a new age fabric that is natural, fluid, and fashionable made with natural fibres from Pulp & Fibre Business of Aditya Birla Group. The fluid fabric gives a glamorous drape leaving the skin feel great as it is soft. The fabric takes the shape of the body which helps in giving you a perfect look and doesn't tug out like other stiff fabrics. It also has a natural shine that makes it look dressy. Since it is natural, it has great breathability and it is extremely comfortable to wear. Isn't this what we women were waiting for?

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

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