Liva Fluid Fashion innovates with Tonic

The mirror appealed visitors to include 'responsible fashion' in their 2019 resolution and created awareness about how textile industry is the 2^nd most polluting industry in the world! It also rewarded them for pledging for responsible fashion by giving them their pledge with their customised portrait. This activation received an overwhelming response – it received more than 1500 pledges, and inquiries for Liva fabric

"Innovations work when an age old insight marries a new age technology to communicate the problems of today. Sustainable fashion has been in conversations since a long time now, but we don’t just want consumers to be aware of it. We want them to be consciously aware. The smart mirror for Liva was a meticulous blend of a great insight, perfect technology and a powerful message," assistant vice president & head digital marketing at Grasim Industries Limited said.

"The Smart Mirror was a design first technology second , we’ve partnered with Liva to create the next generation of the Magic Mirror, blending consumer insight and strategic UX to facilitate a bespoke, personalised experience," Samir Asher, chief operating officer, Tonic Worldwide.

"The intention was to use smart mirror as a device to communicate sustainable responsible fashion through a new age emerging technology. Smart Mirror also makes a smart new attitude to User experience which views mirror as a space to kickstart new brand communication with consumers," Pratik Hatanakar - head of innovations added. (RR)

Fibre2Fashion News Desk – India