*BIRLA CELLULOSE UNVEILS ‘LIVAEco’ TEXTILE AT JAIPUR TIMES FASHION WEEK*
Jaipur, Rajasthan – Birla Cellulose, a leading textile brand from the Aditya Birla Group, made a stunning debut at the Jaipur Times Fashion Week with its eco-enhanced textile ‘Livaeco’. The brand showcased its commitment to sustainable fashion with a dedicated showcase in collaboration with Indoera, Juniper, and Holly Hock.
Actor Tejasswi Prakash walked the ramp as the showstopper for Livaeco, praising the brand’s efforts to merge sustainability with contemporary design. “Fashion is an expression of who we are, and it’s inspiring to see brands like Birla Cellulose making sustainability an integral part of style,” she said.
The Livaeco collection combined traditional and modern aesthetics, featuring flowing silhouettes with intricate handcrafted details. Made from responsibly sourced fibers, the fabric is designed to reduce water consumption and lower carbon emissions.
“At Birla Cellulose, sustainability is not just a commitment – it’s an ongoing journey,” said Manmohan Singh, Group Executive President and Chief Marketing Officer, Birla Cellulose. “Livaeco takes our sustainability efforts further with responsibly sourced raw materials, minimal water usage, and a unique traceability solution that empowers consumers to make informed fashion choices.”
The Jaipur Times Fashion Week, held from March 22 to 23 at the Marriott Hotel in Jaipur, served as a platform for innovation in sustainable fashion. Livaeco’s showcase demonstrated how environmentally conscious design can align with contemporary style.
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