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Birla Cellulose's D'Designer shows new-age fabric Liva
Feb '15
Some 10 emerging designers showcased their designs at the just concluded third season of nationwide talent hunt-cum-fashion show D’Designer 2015 held in Surat, Gujarat.

Organised by Birla Cellulose, a division of Indian multinational conglomerate Aditya Birla Group, the event saw creations, crafted from a special wood pulp derived natural fibre called Liva, from a mix of design students and young designers. Liva is a new age fabric made with natural fibres/cellulosic. It gives a beautiful flow to the garments and enhances ease of movement by taking shape of the body.

Addressing the audience, president, marketing and business development- Birla Cellulose, Mr Manohar Samuel, said “This year the event has received tremendous response. We had three objectives for this initiative - encourage design skills of budding designers in Gujarat to create future leaders in fashion, have these designers work with Liva, and appreciate Surat’s leadership in womenswear category and progress alignment with brands and consumers.”

The fashion show, which was attended by prominent personalities from the Indian fashion industry including designer Narendra Kumar, aimed to highlight the fluidity, glamorous drape, softness and shine of ultra-comfy Liva fabric.

Speaking on the occasion, designer Kumar, said “This initiative by Birla Cellulose is a great opportunity for our talented young designers to express their creativity and garner the experience they require before they leave to pursue their respective careers. The participants got the opportunity to work with Liva and created unique cuts and silhouettes.”

The featured Liva made collections at the parade included Delhi Meets Vegas (fusionwear), Life is a beach (relaxed resortwear pieces), Light and Shadow (black and white ensembles in interesting cuts), Red Affairs (glamorous red dress heavy line) and a Gujarati spirit-inspired range titled Gujarat Couture.

Set up in 1954, Birla Cellulose specialises in a range of cellulosic fibres. Known for its viscose staple fibres, the company’s production is spread across six countries--Canada, China, India, Thailand, Indonesia and Laos.

Fibre2fashion News Desk - India

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