Aditya Birla Group is going to showcase possibilities of Liva—its new-age fabric—in intimatewear applications such as camisole and lounge wear at the three-day Intimasia trade show to be held in Kolkata from August 7. The intimatewear collection with Liva fabrics has been crafted by top partner brands like Arvind, Gemini, Prisma and TomBurg.

After successfully venturing into intimatewear with its partner brands, this will be the second time that Liva will be showcasing an intimatewear collection, at Intimasia—India's largest intimate wear show.

Liva’s objective with Intimasia is to strengthen the reach and relations with partner brands and increase its presence in the intimatewear category.

Unlike other fabrics that are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well. "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 said in a press release.

Birla Cellulose represents the pulp and fibre business of Aditya Birla Group, and 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. (RKS)

Fibre2Fashion News Desk – India

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