With an objective to bring sarees back in vogue, LIVA organised an exclusive fashion show at Hotel Novotel in Kolkata recently to showcase its first ever Saree Collection. Indian models sashayed down the ramp wearing LIVA’s latest and upcoming collection that brings the best of fashion, comfort and convenience to the consumer.
The evening saw the collections from some of the renowned saree brands associated with LIVA such as Nilima’s, Studio AV, Tatwamm, Aashirwaad and many more. They had created exclusive collections with Liva fabrics that exemplified the virtues of Liva, deep colours, unmatched sheen, skin friendliness and effortless drape. Being nature based, manufactured from the choicest wood pulp into fibre to fabric, the sarees are highly comfortable.
Sharing insights about the saree market, Mr. HK Agarwal, COO & Business Head, Pulp and Fibre Business of Aditya Birla Group said, “The saree holds immense significance and a very special place in the Indian woman’s wardrobe, allowing her to express her style and creating a ‘wow’ factor. The saree is by far the largest category of clothing in India, worth approximately Rs 40,000 crore and is growing at 6% CAGR. LIVA is looking forward to partnering leading saree brands and expect three million plus sarees every month in the next 2 years.”
In its purest form, the saree is arguably the best designer wear that India has unveiled to the fashion world. Sarees with Liva have the best of fashion and comfort, are easy to manage and available in unique natural blends with cotton, Cupro, VFY, Silk and linen.
Speaking at the event, Mr. Manohar Samuel, President, MBDD, Birla Cellulose said, “The exciting journey of brand LIVA continues with its foray into the saree category. LIVA fabrics being natural, delight consumers with its fluidity that when you move, it moves with you.”
“Liva has experienced a successful journey in women’s wear in past one year. We have partnered leading women’s brands in India and are present in more than 2000 retail outlets. This would be the first time that LIVA is entering the saree segment”, he added.
The other brand partners who showcased their exquisite collections of LIVA Sarees were Parasmani, Peach and Pink, Sammanita, Silk India, Banktesh, and Wonder Collection.
The final fashion collection was a curated version from renowned designer, Krishan Mehta. Talking about her new collection, Krishna Mehta said, “This new collection will help a woman look and feel sensational, bringing alive her natural sophistication and innate elegance. The collection was designed keeping in mind the modern appeal and patterns that can be created with a saree. The various styles to drape a saree is what brings a newness into this segment”.
“I feel like I am a scientist with creating forms and textures with different fabrics. And coming across Liva’s new collection of fine fabrics, was very exciting. Here is so much that one can do, in the form of textures, vibrancy in colours, designs, styles of draping, embroidery , etc., Besides, I use only natural fabrics that breathe and flow like a dream!! Liva is amazing!!!” she added sharing her experience being associated with LIVA.