BIRLA CELLULIOS LAUNCHES KANGANA RANUAT AS BRAND AMBASSADOR

BIRLA CELLULOSE LAUNCHES LIVA - THE NEW AGE FLUID FABRIC

KANGANA RANAUT ANNOUNCED BRAND AMBASSADOR AT A GRAND FLUID FASHION SHOWCASE TITLED “PANCHTATVA”

Mumbai, 27^th March 2015: Birla Cellulose, from Aditya Birla Group, unveiled their much awaited new age fabric brand, LIVA with their new stylish brand ambassador Kangana Ranaut and announced the launch of Liva Accredited Partner LAPF at JW Mariott, Mumbai with an exclusive fashion show.

LIVA is a new age fabric that is natural, fluid, and fashionable which infuses fluidity into the garment.

The evening saw a beautiful amalgamation of the five elements to bring out the essence of LIVA, in a fluid fashion showcase titled ‘Panchtatva’. James Ferreira, renowned for his subtle non-literal infusion of Indian elements, presented the LIVA Collection themed AIR, Puja Nayyar, known for her unique ideation towards experimentation in design, used EARTH as an element to showcase the expanse of the fabric LIVA, Narendra Kumar, well known for his structured silhouette and sharp tailoring, displayed the fluidity of the fabric, using WATER as the inspiration and Anita Dongre, who is known for her wide range -prêt to couture, traditional to contemporary, classic to avant-garde and desi to global, took inspiration from FIRE to bring alive the fiery fluidity of LIVA. The highlight of the showcase was show stopper Kangana Ranuat, walking the ramp in a gorgeous  LIVA creation.

Speaking from the venue, actress Kangana Ranaut said “When I saw the fabric I was really surprised at how flowy and fluid it was. It draped by body in just the right way, wasn’t too boxy or too tight. The fabric moved as I moved. I think it’s the kind of fabric that can go well with any clothing and occasion. Moreover, I personally feel that LIVA is going to play a very important role in the world of fashion. People always want something new; something exciting and I can see it happening with LIVA. The collections seen tonight are very much testament to the great potential the brand has for women’s wear. It feels great to be here tonight with the wonderful design team from LIVA, and of course, the absolutely brilliant designers who have show cased their collections”

Hosted by Mr K.K. Maheshwari, Managing Director - Grasim Industries and Group Director - Textiles, the evening sawleading fashion designers and industry stalwarts from textile and retail gather under one roof to experience the world of natural, fluid fashion. Seen in high fashion spirits were Wendell Rodricks,Puja Nayyar, James Ferriera, Jatin Kochhar, Anita Dongre and(more names to be added here please).

Speaking during the press-conference, Mr. K.K Maheshwari (Managing Director - Grasim Industries and Group Director - Textiles)  said, “Firstly, we needed to create a distinctive and relevant end-consumer promise. With years of experience and several intense rounds of understanding consumers, we have found one that we believe resonates strongly with their desires and beliefs. Not only does it fully satisfy them on the aspect of being a natural product, it also delights them on the distinctive aspect of the product which is its soft drape, or “fluidity”. I am delighted to announce that we are launching this product under the brand name “Liva” with the very simple but very meaningful and attractive proposition of “Natural Fluid Fashion.”