Birla Cellulose reveals a new eco-enhanced fabric collection at Jaipur Times Fashion Week, promoting a blend of elegance and sustainability.
Birla Cellulose, part of the renowned Aditya Birla Group, made a significant impact at Jaipur Times Fashion Week by unveiling its latest collection featuring Livaeco, an eco-enhanced fabric variant. This exclusive showcase was created in collaboration with respected partner brands Indoera, Juniper, and Holly Hock, highlighting a commitment to sustainable fashion that harmonizes style, comfort, and ecological responsibility.
The fashion event, a key highlight in the industry calendar, saw actress Tejasswi Prakash serve as the showstopper for Livaeco. Prakash, recognized for her elegant sense of style and her advocacy for responsible fashion, donned a specially designed ensemble that epitomized the brand’s approach to fluid fashion intertwined with sustainability.
Livaeco’s latest offerings exemplified a blend of traditional craftsmanship and modern aesthetics, featuring designs that not only looked fashionable but also emphasized a reduced environmental impact. The initiative focused on responsibly sourced fibers, which aimed to decrease both water usage and carbon emissions, thus marking each piece as a more eco-friendly option.
Tejasswi Prakash expressed her enthusiasm regarding the collaboration, stating, “Fashion is an expression of who we are, and it is inspiring to see brands like Birla Cellulose making sustainability an integral part of style. The collection beautifully merges elegance with a responsible approach, and I am thrilled to walk the ramp in an ensemble that speaks of eco-conscious fashion choices.”
Birla Cellulose’s partnership with Indoera, Juniper, and Holly Hock merged diverse design perspectives under a unified vision of sustainability. The collection showcased an array of flowing silhouettes and intricate handcrafted details, demonstrating the potential for fashion to be both luxurious and environmentally sustainable.
Manmohan Singh, Group Executive President and Chief Marketing Officer of Birla Cellulose, elaborated on the brand’s commitment to sustainability. He stated, “At Birla Cellulose, sustainability is not just a commitment—it’s an ongoing journey. While LIVA itself is an inherently sustainable fabric, Livaeco takes it a step further with responsibly sourced raw materials from certified forests, minimal water consumption, and low greenhouse gas emissions. Its unique traceability solution ensures complete source credibility, empowering consumers to make informed, eco-friendly fashion choices. In Jaipur Times Fashion Week, we proudly present the Livaeco based collection in collaboration with our three esteemed partners—Juniper, Indoera, and Holly Hock—who have crafted an exquisite range that seamlessly blends sustainability with high fashion, perfect for the modern woman who values both style and a greener future.”
Jaipur Times Fashion Week maintained its reputation as a premier platform for showcasing innovative trends in fashion. The unveiling of the Livaeco collection set new standards for sustainable couture within the industry, drawing together designers, fashion enthusiasts, and industry leaders to appreciate the evolving narrative of responsible fashion.
As Livaeco took center stage, the event reinforced the commitment to a more sustainable future, one fashion-forward step at a time.
Source: Noah Wire Services
