LIVA & Miss Universe'23 partner as the official fabric sponsor
18 January 2023, Mumbai
Participants wore LIVA capes in the swimsuit round. This collaboration echoed the need for circular and sustainable fashion, and also about strengthening awareness around fluid fashion like Liva.
“We are proud to be a part of a global event and represent a fabric made in India on an international platform. We are elated and excited to see our fluid fabric being draped around the most beautiful women at such a prestigious pageant”, says Sree Charan, Vice President, Head of Branding.
This is the first time in the history of the Miss Universe that capes were introduced in the contest, with the countries having the freedom to design them basis their creative sensibilities.
Aditya Birla Group’s fabric brand Liva partnered with the 71st Miss Universe, held in New Orleans, US, as the official fabric sponsor.
