Livaeco by Birla Cellulose shines at Jaipur Times Fashion Week with sustainable elegance
Birla Cellulose, a part of the Aditya Birla Group, made a striking impact at "Jaipur Times Fashion Week" with an exclusive showcase featuring its eco-conscious fabric, Livaeco. The collection, created in collaboration with Indoera, Juniper, and Holly Hock, highlighted a seamless blend of style and sustainability, reinforcing the brand’s commitment to responsible fashion.
The highlight of the event was actress Tejasswi Prakash, who graced the runway as the showstopper for Livaeco. Known for her impeccable style and strong advocacy for sustainable fashion, she wore a specially curated ensemble that embodied the essence of fluid fashion with a lower environmental footprint.
Livaeco’s collection presented a fusion of tradition and modernity, offering stylish ensembles crafted with responsibly sourced fibers. These fabrics contribute to reduced water consumption and lower carbon emissions, making each garment an eco-friendly choice.
Speaking about her association with Livaeco, Tejasswi Prakash said, “Fashion is an expression of identity, and it’s inspiring to see brands like Birla Cellulose making sustainability a part of style. This collection beautifully merges elegance with responsibility, and I’m thrilled to walk the ramp in a look that represents eco-conscious fashion.”
Manmohan Singh, Group Executive President and Chief Marketing Officer of Birla Cellulose, emphasized the brand’s vision, stating, “At Birla Cellulose, sustainability is an ongoing journey. Livaeco enhances our commitment with responsibly sourced raw materials, minimal water use, and low greenhouse gas emissions. Its unique traceability solution ensures complete source credibility, allowing consumers to make informed eco-friendly choices.”
Jaipur Times Fashion Week served as a platform for innovation in fashion, and Livaeco’s showcase set new standards in sustainable couture. Bringing together designers, fashion enthusiasts, and industry leaders, the event underscored the transformative power of responsible fashion, reinforcing Livaeco’s role in shaping a greener future, one stylish step at a time.
