LIVA collaborates with 'Amazon India Fashion Week'

LIVA's participation as the official partner in the Amazon India Fashion Week is an endeavor to bridge the gap and reach to the fashion designer fraternity. It gives an opportunity to designers to explore themselves because it is really fluid.

LIVA fabrics are ready for fashion industry with 'Ready to dye or print' which have exceptional fluidity and natural base driven by fashion.

Quality, innovation and service are three main mantras for LIVA to excel. The brand is already tied up with 22 major brands and more are planned for the coming season. The AIFW, Delhi being a huge platform for the fashion fraternity, the participation of LIVA as the official partner revolves around three main objectives.

"Here at Fashion Week, we are connecting with all designers to resolve the challenge of design worth fabric availability. We shared our solutions with them," said, Manohar Samuel, President, Marketing and Business Development, Birla Cellulose.

"Fashion Design Council of India - FDCI and Amazon Fashion Week provide a setup to collaborate with extraordinary fashion talent," he added.

According to Samuel, 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. He believes that LIVA is a new age natural fabric and has been accepted well by the textile value chain.

Eco and sustainable fashion has come to the forefront in the last few years, however for Birla Cellulose; sustainability is all about meeting present needs without compromising the ability of future generations to meet their own needs.

It is heartening to know that Birla Cellulose works towards this goal at every step of their existence. Birla Cellulose is a collaborative partner for sustainable business across the chain and work with leading global brands on sustainability programs. Liva, which promises natural fluid fashion and high quality fabrics, is made using natural cellulosic fibers, which are produced from wood pulp, a natural renewable resource.

The pulp used is from trees which are specifically grown for this purpose i.e. more new trees are planted than trees are cut. It gives the earth a much-needed green cover, saves six to seven times more land in comparison to cotton, and saves three to four times more water than usual.