Tuesday, March 31, 2015

Birla Cellulose launches Liva - A new age natural fluid fabric

The last few days have been really enlightening for me in terms of advancements that science has made in the field of fashion. You guys following me on Twitter must have seen my updates to agree with me. One such advancement that is taking India by storm and whose official launch I was fortunate to be a part of is the brand LIVA, a new age fabric made with natural fibres/cellulosic that is derived from wood pulp. It has been launched in India by Birla Cellulose - the Pulp and Fibre Business Division of Aditya Birla Group. They also announced the launch of the Liva Accredited Partner Forum - LAPF at the event which was held at the JW Mariott, Sahar, Mumbai with an exclusive fashion show.

Let me enlighten you too on Liva for you to understand things better. The beauty of the fabric is its fluidity - it's not at all stiff but extremely soft and flowy which helps it drape wonderfully, has a lovely shine to it giving the material a richer look, and hence is extremely comfortable. All these integrated together give a perfect fall to garments by helping them to skim the body well and make movement easier. Finally since it's natural, it has great breathability and hence feels great on the skin.

‘Panchtatva’, a beautiful amalgamation of the five elements of nature, was the theme of the fashion show at the launch. It started with a fabulous dance performance depicting the fluidity of Liva before 5 designers showcased their individual collections inspired by an element of nature.

James Ferreira - AIR

An all white collection, with gorgeous drapes and airy silhouettes depicted the element of Air in James Ferreira's designs.

Puja Nayyar - EARTH

Earthy tones with pops of neon that gave a nice pop of colour to the outfits is what Puja Nayyar's Earth collection was all about. I loved the fusion of structured and flowy silhouettes in her showcase.

Soham Dave - SKY

Potraying the Sky, Soham Dave's resort collection in blue and colours of the sun, was summer perfect. A super chic showcase with a lovely boho feel to the collection is what I instantly fell in love with!

Narendra Kumar - WATER

Narendra Kumar's collection was full of striking prints and sharply tailored flowy silhouettes that was inspired by Water. The fluidity of the fabric was brought out well across his structured designs.a

Anita Dongre - FIRE

Anita Dongre set the ramp on fire with a stunning collection with gorgeous gowns, flary skirts and flowy jumpsuits. She never ceases to amaze and her collection was bang on prefect in depicting the element of Fire. The beauty of the showcase was the ease with which the models whirled around to show the fluidity and lightness of the fabric.

The high point of the show was the show stopper Kangana Ranuat, who has also been appointed as the brand ambassador of Liva. She was wearing a spectacular voluminous gown with a formal appeal to it and she looked breathtaking in the cute pixie cut style that suited her so well. I am quite in awe of her fashion sensibilities and I don't think they could have chosen a better representative for their brand. A National award winning actress for their advanced innovation!

Did you know that Kangana Ranaut loves fashion so much that she talks to her clothes! How cute :)
A video posted by Ritcha@RitchStyles (@ritcha) on

It was great to see brands like Pantaloons, Van Heusen, Lifestyle, 109F, Global Desi and designers like Anita Dongre be part of the LIVA Accreditation Partner Forum (LAPF) which is a group of Spinners, Fabricators and Processors who have developed the potential to offer quality innovative products using Birla Cellulose fibres and fibre blends. It definitely a move in the positive direction for the textile and fashion industry in India.

I am looking forward to picking up some great outfits this summer that are made up of the Liva fabric. For you to know what garments are made of this fabric, look for the LIVA tag in garments, it's super simple! :)

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

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