Over the weekend, I was kindly invited by the Aditya Birla group for the launch of their brand new Birla Cellulose venture. Scheduled to take place at the spanking new J.W. Marriott hotel, this was an event for the weavers, the spinners, the manufacturers and the designers who are sometimes forgotten and overwhelmed by the marketing of the final products! Not only did I have the pleasure to meet the team behind this project but also received a better understanding of the product itself. They proudly launched a new high quality fabric made using natural cellulosic fiber called LIVA. Unlike other boxy and synthetic options, Liva is a soft, fluid fabric which falls and drapes beautifully. It adds that dreamy flow to any design and looked super comfortable to wear too! After feeling the fabric, calling it a revolutionary step in fashion and an introduction to fluid fashion seemed rather apt.
The event started with a pop-up of brands like Global Desi, Van Heusen, Allen Solley, Chemistry, Pantaloons and many others, displaying their designs using this new revolutionary fabric. It then moved on to a thorough presentation and a fashion show by 5 designers including Anita Dongre. The fabric is created keeping in mind the modern woman who believes in multi tasking & managing it all. The fabric is flowy, soft to touch and extremely breathable which makes it an ideal choice for several design houses! Kangana who is the brand ambassador of this venture was seen strutting down the ramp in a larger than life red ensemble. Known for her edgy and care free style, she seemed like the perfect fit. I absolutely loved some of the designs and can’t wait to see them in stores. We are also working on a new project for Liva, where we will be creating fashion videos every month to not only educate you about the brand but to also help you with ideas on how to style them! Stay tuned. Also if LIVA has intrigued you, please do get in touch with Media Moments (www.mediamoments.in) for further details.