Ensembles that are stylish, flowing, easy on your skin, and on the environment — if that’s what you have been looking for, look no further than the Liva Viscose collection —made by Birla Cellulose and represented by Anita Dongre’s label Global Desi
It’s rare to find clothes that are classy, comfortable and at the same time sit lightly on our conscience. That’s why the flowy, elegant, ultra-chic collection of clothes in ‘Liva Viscose’ fabric made heads turn at the Lakme Fashion Week (LFW) Winter/Festive held in Mumbai in August 2013.
Liva Viscose was showcased as part of fashion designer Anita Dongre’s Global Desi collection at the fashion show. The fibre comes from the Aditya Birla Group, one of the biggest manufacturers of viscose staple fibre, and is marketed under the global brand ‘Birla Cellulose’.
“We have been working with the Aditya Birla Group for several years. They process the viscose staple fibre to fabric for us. Viscose gives fabrics an excellent lustre, and fluidity and fall to the ensembles. And its super-absorbent qualities make it soft and breathable for skin,” says designer Anita Dongre.
The designer showcased a wide variety of trendy dresses, long gowns, jumpsuits and stylish saris with jackets in ethnic designs in Liva Viscose— amply demonstrating the fabric’s versatility, and therefore its value to the end-user. “This is my second collection with Liva Viscose. We launched it with Global Desi last season. The response has been amazing. Women all over have loved this fabric from Liva Viscose. They love its fall, its purity. It’s soft and feminine. So it’s the perfect fabric,” says Ms. Dongre.
From research hub to ramp
The alliance between fibre manufacturer and fashion designer has benefits to the entire value chain. The marketing team of Birla Cellulose says: “While it’s true that fibre is the starting point of the textile value chain with the end-customer at the other end, it is the end-consumer who dictates buying trends. Our Business Development teams work across the value chain — with weavers, garment manufacturers and designers — understanding what each one needs and helping with technical and other inputs. Having the most-advanced research centres where we can quickly develop and test what the market needs is a definite plus.”
“We’re pleased to launch Liva in partnership with Anita Dongre. Liva promises to be the perfect fibre for the new-age woman. It promises purity, grace, comfort — it is the ultimate fabric for women,” says Mr. K.K. Maheshwari, Managing Director – Grasim Industries,
Sector Head – Pulp, Fibre & Textiles.
Sustainable to the core
Birla Cellulose has been quick to anticipate changing trends in the foreign and domestic turfs, which are seeing increasing emphasis on eco-friendly natural fibres. Birla Cellulose fibres are 100 per cent natural and biodegradable, crafted from the choicest wood pulp. The result: organic, free-flowing fabrics with unmatched lustre and drape. The company has developed backward integration of waste into pulp; captive power plants; in-house production of major chemicals for viscose staple fibre manufacturing; and an in-house engineering division for new project implementation. It also operates its own plantation to source cellulose pulp.
Made for the modern woman
Ask actor Aditi Rao Hydari, who appeared in one of Dongre’s Global Desi Liva Viscose creations at the event: “I think wearing Global Desi’s Liva Viscose line has been fabulous. The moment I wore it, I asked what is this fabric? Because it breathes and gives you a sense of freedom, at the same time it accentuates your body. It is flowing and doesn’t crush. I think it’s the perfect fabric for the woman of today. This garment I am wearing is one of my favourites. It’s boho chic and I love boho chic.” Aditi, the showstopper for Global Desi, was styled in an ethnic printed spaghetti top and a multi-coloured long skirt.
Brands love Birla Cellulose
Birla Cellulose is already a favourite of global brands who are delighted to be working with a fibre that is glamorous and at the same time, as close to nature as one can get. And nature never goes out of style, as the bright and beautiful in India are discovering through Liva Viscose this season.
Dr. Pragnya RamGroup Executive President, Corporate Communications & CSRAditya Birla Management Corporation Private LimitedAditya Birla Centre, 1st Floor, 'C' WingS.K. Ahire Marg, WorliMumbai 400 030.
91-22-6652 5000 /2499 5000
Fax: 91-22-6652 5741/ 42
A US $41 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 120,000 employees, belonging to 42 different nationalities.
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