Liva partners with FDCI to showcase India’s first Green Heart Fashion Show – LMIFW AW 19 Day 1

Liva, the leading ingredient consumer brand of the Aditya Birla Group announces its partnership with Fashion Design Council of India’s (FDCI) to showcase India’s first Green Heart Fashion Show with a thought leading initiative to promote the concept of sustainability through their collection and products. This initiative by Aditya Birla was the reflection of their commitment towards breaking the myth about eco-friendly materials and also educates the users about the need for utilization of sustainable materials to avoid environmental hazards in future.

In order to enhance and promote sustainable development Green Heart Fashion Show showcased collections by well-known designers: Rina Dhaka, Sahil Kochhar, Shalini James and Samant Chauhan who created fluid garments using Liva eco. The show reconciled sustainability with the fashion industry, ethics and responsibility with beauty, luxury and comfort with style and elegance. The collection shattered the myth of sustainable clothing being boxy, stylishly textured, and fashionable while highly breathable.

“The mission was to showcase a series of collectionfeaturing designers championing sustainability and eco-friendly fashion practices. Liva has taken this step of associating with FDCI to support responsible fashion across the value chain,” said Mr. Rajeev Gopal, Global Chief Sales and Marketing Officer, Birla Cellulose on Liva’s association with FDCI. “With textiles consumptions increasing by the hour and the emergence of fast fashion, the industry at large must realize the need for sustainability to save the future” he further added.

“FDCI is forging ahead to take fashion on a greener path with a generation of new-age eco-warriors. We believe sustainability and conscious consumption is the need of the hour. Thus, we are extremely proud to begin this new chapter with LIVA as our Associate Sponsor, as we share a common ideology,” says FDCI President Sunil Sethi.

Rina Dhaka – Since red is the colour of blood it has historically been associated with sacrifice,danger and courage . The colour of passion and drama .As red attracts the most attention and is associated with strong emotions such as love and anger and the black is the colour of mystery. It conveys pessimism and it is one colour which speaks in many different forms . It is truly up to us what we choose to keep and what to let go . Florals are no longer sweet, mix and match is the charm. distortion of lines and distortion of prints with old tribal prints which come from Bandhej. Cowl necks,Big shoulder , Big sleeves , Asymmetrical skirts , checks.

Shalini James – Chitrakoot, a forested hill in Madhya Pradesh is often called a hill of wonders. Fabled to hold a blue, illuminated lake in its caverns, accessible only to the truly pure of heart, Chitrakoot, with its thick, dark woods, narrow ridges and gurgling streams has for long been the perfect sylvan setting for many a  legend and lore that set childhood dreams afire.

The collection, Chitrakoot, is inspired by this ancient forest, and is closer to nature in more ways than meet the eye. Its fabric is the eco-friendly LIVA, made from wood sourced from FSC certified forests. Its inherent fluidity and high receptiveness to colour makes it ideal for a palette of dark, mysterious forest colours in natural dyes, like jackal brown, peacock blue, berry red, acai green and a sultry indigo – so reminiscent of the River Mandakini snaking through the forest on a moonlit night.

In this collection, the resist-dyeing and block-printing techniques of Bagru, in Rajasthan, come to life with new innovations and design inputs. Chitrakoot brings together a sensuous interplay of deep forest hues, a wild mating of foliage prints, and the lush texture of LIVA for Lotus makeup India Fashion Week A/W 19.