LIVA ventures into Saree category, showcased collection at Kolkata Fashion Expo
LIVA, the new age fabric from the Aditya Birla Group announced its foray into the Saree category this week at country’s largest ethnic wear event, Kolkata Fashion Expo.
Mr. Dilip Gaur, Managing Director, Grasim Industries Ltd. said, “Saree is an iconic category but its growth is sluggish as compared to other women’s wear segment. There is strong need for innovation in saree as a category which LIVA will be able to fulfill with its fluidity.”
Sponsored and presented by LIVA, the event showcased a fashion show using fabrics from LIVA and a lounge where collections by the Value Chain Partners from prominent hubs were showcased for the first time. Indian celebrity and fashionista MandiraBedi also crafted a collection with LIVA fabric and showcased during the show. One of the first Indian celebrities to make saree fashionable and trendy, Mandira was most fitting for launching the saree collection.
Premium labels including Parasmani, Surya Sarees, Parvati Fabrics and many others presented contemporary festive collection “Reimagined” with LIVA.Various Partners of LIVA from different textile hubs country including Varanasi, Chanderi, Bhagalpur, Salem, Kolkata, Delhi & Surat showcased their latest saree &lehengas collection at an exclusive LIVA Pavilion.
LIVA leveraged its attributes of drape, natural sheen and softness and wants consumers to re-imagine saree in a new way. To better suit the needs of the value chain, LIVA also introduced new blends for both occasion wear and regular wear.