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Web Exclusive | March 2019

Liva, FDCI partner to promote sustainability

Liva, the leading ingredient consumer brand of the Aditya Birla Group, announced its partnership with Fashion Design Council of India’s (FDCI) to showcase India’s first Green Heart Fashion Show with a thought leading initiative to promote the concept of sustainability through their collection and products. This initiative by Aditya Birla was the reflection of their commitment towards breaking the myth about eco-friendly materials and also educates the users about the need for utilisation of sustainable materials to avoid environmental hazards in future.

In order to enhance and promote sustainable development Green Heart Fashion Show showcased collections by well-known designers: Rina Dhaka, Sahil Kochhar, Shalini James and Samant Chauhan who created fluid garments using Liva eco. The show reconciled sustainability with the fashion industry, ethics and responsibility with beauty, luxury and comfort with style and elegance. The collection shattered the myth of sustainable clothing being boxy, stylishly textured, and fashionable while highly breathable.

“The mission was to showcase a series of collection featuring designers championing sustainability and eco-friendly fashion practices. Liva has taken this step of associating with FDCI to support responsible fashion across the value chain,” said Rajeev Gopal, Global Chief Sales and Marketing Officer, Birla Cellulose on Liva’s association with FDCI. “With textiles consumption increasing by the hour and the emergence of fast fashion, the industry at large must realise the need for sustainability to save the future” he further added.

“FDCI is forging ahead to take fashion on a greener path with a generation of new-age eco-warriors. We believe sustainability and conscious consumption is the need of the hour. Thus, we are extremely proud to begin this new chapter with LIVA as our Associate Sponsor, as we share a common ideology,” says FDCI President Sunil Sethi.

Liva is a new age fabric from the Aditya Birla Group. Unlike other fabrics, that are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well. A promise that is delivered through accredited value chain. The new-age naturally sourced fibre made into fabric in pure or blended form, transforms not just the garment but also the person wearing it. It is comfortable, soft, natural, and eco-friendly.

Birla Cellulose represents the Pulp and Fibre business of the Aditya Birla Group, is India's pioneer in Viscose Staple fibre (VSF). Birla Cellulose fibres are of 100 per cent natural origin, highly absorbent, have an especially good feel, and are completely biodegradable. As an extremely versatile and easily bendable fibre, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Birla Cellulose commands a major world market share in the Manmade Cellulose fibre domain.
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