Liva announces entry in saree category

05 Aug '19

2 min read

Pic: Liva

After seeing the great success in the brands and women apparel categories like stoles, kurtis, and leggings, Liva, a new-age fabric from Aditya Birla Group, will now enter into the saree category. Liva will announce its entry into the saree segment at the Kolkata Fashion Expo—India’s largest saree event, to be held on August 6, 2019 in the city.

Sponsored and presented by Liva, the event will have a fashion show presented by using fabrics from Liva and a lounge where the collections by the brand’s partners will be showcased for the first time. Liva’s aim is to reimagine the heritage that saree has and combine it with the attributes of Liva fabric to suit needs of contemporary women.

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, a Birla Cellulose press release said.

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, according to the company. (RKS)

Fibre2Fashion News Desk – India

More Aditya Birla Group News... More Textiles News - India...