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Report | November 2016

LIVA-FDCI collaborate for Amazon India Fashion Week

Liva, from the Aditya Birla Group, offers exclusive service through kiosks for designers.

Brand Liva has collaborated with Fashion Design Council of India (FDCI), an apex body of Indian fashion industry, as an associate sponsor for the Amazon India Fashion Week (AIFW) Autumn Winter 2016. The brand offers an exclusive fabric innovation service to the designers through kiosks across cities. The 28th edition of AIFW was held from October 12-16 at the NSIC Grounds, New Delhi.

LIVA received great response from fashion designers during their last edition at the fashion week. Speaking on the collaboration, Manohar Samuel, President - Marketing & Business Development, Birla Cellulose, said, “We were excited to collaborate with FDCI as an Associate Sponsor. At Amazon India Fashion Week, our objective was to interact and engage with the fashion designers and highlight LIVA’s fashion adaptability. LIVA fabric is innovative and natural, made of wood pulp, which delight consumers with its comfort & fluidity”

Market research conducted by the Brand revealed the biggest challenge faced by the fashion designers in expanding their market globally is the supply chain - availability of quality, innovative, natural and consumer friendly fabric in small and medium quantities. Addressing this challenge Birla Cellulose has come out with an exclusive solution. amuel, added “Designers in India are exceptionally creative with great consumer insight. In past few seasons, Liva fabrics have been sculpted into exquisite fashion apparels appreciated by consumers across the globe. We intend to provide support through a robust supply chain entirely created for off-the-shelf requirements of LIVA fabrics through ‘Liva Fluid Center Kiosks’”

Sunil Sethi, President, FDCI, said, “We are happy to be associated with the Aditya Birla Group and the support they offer to the designers and the fashion community is appreciable. Fabrics are an important part of fashion garments and innovative & natural fabrics work best to get creativity in the silhouettes”

At AIFW, launch of LIVA Protégé’s second edition was also announced. LIVA Protégé is a pan India fashion designer hunt and aims to reach hundreds of students through top fashion colleges across many cities in India. National Institute of Designing (NID), Ahmedabad continues to offer LIVA - ‘Natural Fibre Chair’LIVA is a natural fluid fashion fabric, from Birla Cellulose – a part of Aditya Birla Group. LIVA is created from natural cellulosic fibres and transforms the way you wear garments, giving them the most liquid and soft drape. LIVA is the preferred ingredient fabric brand for leading women’s brands including BIBA, Lifestyle, Shopper Stop, Van Heusen, Pantaloons, Allen Solly FBB, Fusion Beats, Maxx, Park Avenue, Wills Lifestyle and many more in over 140 cities and around 2,000 stores. Currently more than 7 million garments carry LIVA tags. About 900 stores adorned the LIVA visual merchandise and training sessions conducted across India.

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