Liva’s consumer appeal is being topped with a brand ambassador, the renowned fashion queen Kangana Ranaut with the launch of its latest campaign.
Made with natural fibers, Liva epitomises natural fluid fashion with an all new perspective this season. Fluid fashion is about wearing fluid garments that transform the way you look and feel. The entire range of garments made of Liva fabrics can be experienced at leading retail outlets and brands like Global Desi, Pantaloon, Lifestyle, Shoppers Stop, Allen Solly, Van Huesen among other stores.
The latest campaign with Kangana, brings alive the unique attribute of the fabric i.e. fluidity.
This dramatic expression of fluidity and dynamism has been achieved on the static medium i.e. print and outdoor through a unique shoot and post production work. The campaign is out this October and will continue till mid December.
Liva’s brand ambassador Kangana Ranaut says, “Liva is a very special fabric. I was pleasantly surprised first time I wore it. It is fluid, it is comfortable. Just like liquid, you move it moves. And it is also natural. It delivers its promise of Natural Fluid Fashion!I love fashion! I love dressing up, I think most girls do. So it is great if people find me fashionable. But fashion for me is about being myself, having a sense of spontaneity that comes from being free spirited. This is what attracted me the most to Liva fabric when I chose to endorse it.”
Kangana further adds, “My fashion tip to all is to be fluid! Don’t restrict yourself to one style. Keep experimenting. Use free flowing silhouettes as they flatter all body types. Add garments made with fluid fabrics in your wardrobe.”
K K Maheshwari, Managing Director, Grasim Industries Limited and Group Director Textiles says, “Liva is an initiative of the Aditya Birla Group towards connecting with the end consumer directly. Consumers love Liva, the natural fabric, for its great flow and feel. This is the second season of Liva being present in the market. During spring summer 2015, when we launched Liva, we had received an overwhelming response. This autumn winter 2-15 we have added many more brands and partner in this endeavour, so our consumers will be seeing a lot more width and breadth in the designs and garment collections made of Liva fabric.”