While shopping I subconsciously ignored fabrics until recently Aditya Birla group apparel brands invited me for a bloggers meet they conducted to discuss their fashion fabric invention LIVA. The experience completely changed the way I shop and first thing I want to check now is the fabric of the garments I am shopping online or at malls.
So all of you must be wondering what LIVA is all about and how it is different from other fabrics! When I first heard about it, suddenly occurred to me that I have seen LIVA garments in Anita Dongre stores such as AND and Global Desi. My curiosity made me look up online and to my joy they could be shopping on sites and at stores. LIVA is not only a part of only Anita Dongre brands but also other fashion conscious retailers such as 109F, Fusion Beats, Allen Solly, Van Heusen, Wills Lifestyle, desi belle, Reliance Trends, max, ethnicity, fbb, PEOPLE and Melange and is available in multi-retail stores like Lifestyle and Shoppers Stop.
I delved deeper into the making of the fabric and discovered that LIVA is made of viscose natural fabric that is a mix of wood pulp that is a natural and renewable resource. An eco-friendly fabric, its making ensures lesser trees are cut and saves 3-4 times more water than usual. That’s so cool!
LIVA breaks stereotypes. It deciphers away from the pre-conceived notion that fashion is uncomfortable by blending in a perfect mix of style and comfort in the fabric. The naturally created fabric is fluid, breathable and comfortable and aims to complement every curve of your body. Slip in and you’ll understand why it’s called ‘Fluid Fashion’.
LIVA is available in a variety of outfits. Right from trendy Indian outfits, outfits for festivals to regular western dresses, palazzos, tops and jackets it is available in all colours and trendy prints making it appropriate for the festive, party and winter seasons. My favourite LIVA piece is the tropical print jacket that I bought from 109F. I like that it’s a mix of feminine and sporty with its prints and a ribbed collar and hem and a front zipper making it a totally sporty chic option. And obviously the fabric, it's stylish, comfortable and oh-so-soft that could be worn round the year, no you don't feel hot even in a humid city like Mumbai!
I am sure all of this sounds pretty convincing and inspiring. So how would you #UnBox with LIVA? Tell me in the comments...