The brand will offer an exclusive fabric innovation service to the designers through kiosks across cities. The 28th edition of AIFW is being held from October 12th to 16th at the NSIC Grounds, New Delhi.
LIVA received great response from fashion designers during their last edition at the fashion week. Speaking on the collaboration, Manohar Samuel, President - Marketing & Business Development, Birla Cellulose said.
“We are excited to collaborate with FDCI as an Associate Sponsor. At Amazon India Fashion Week, our objective is to interact and engage with the fashion designers and highlight LIVA’s fashion adaptability. LIVA fabric is innovative and natural, made of wood pulp, which delights consumers with its comfort & fluidity”
Market research conducted by the Brand revealed the biggest challenge faced by the fashion designers in expanding their market globally is the supply chain - availability of quality, innovative, natural and consumer friendly fabric in small and medium quantities. Addressing this challenge Birla Cellulose has come out with an exclusive solution.
“Designers in India are exceptionally creative with great consumer insight. In past few seasons, Liva fabrics have been sculpted into exquisite fashion apparels appreciated by consumers across the globe. We intend to provide support through a robust supply chain entirely created for off-the-shelf requirements of LIVA fabrics through‘Liva Fluid Center Kiosks’” Samuel, added.
Sunil Sethi, President, FDCI said, “We are happy to be associated with the Aditya Birla Group and the support they offer to the designers and the fashion community is appreciable. Fabrics are an important part of fashion garments and innovative & natural fabrics work best to get creativity in the silhouettes”.