Tue, Dec 6, 2016 | updated 07:38 PM IST

Designers, here's a brand that'll help you during AIFW 2016

Updated: Oct 15, 2016 13:39 IST

New Delhi [India], Oct 15 (ANI): Brand Liva has collaborated with Fashion Design Council of India, apex body of Indian fashion industry, for the Amazon India Fashion Week (AIFW) Autumn Winter 2016 to offer an exclusive fabric innovation service to the designers through kiosks across cities.

LIVA received great response from fashion designers during their last edition at the fashion week. Speaking on the collaboration, Manohar Samuel, President - Marketing and Business Development, Birla Cellulose, said, "We are excited to collaborate with FDCI. At Amazon India Fashion Week, our objective is to interact and engage with the fashion designers and highlight LIVA's fashion adaptability. LIVA fabric is innovative and natural, made of wood pulp, which delight consumers with its comfort and fluidity."

The biggest challenge faced by the fashion designers in expanding their market globally is the supply chain - availability of quality, innovative, natural and consumer friendly fabric in small and medium quantities.

Addressing this challenge, Birla Cellulose has come out with an exclusive solution. Samuel added, "Designers in India are exceptionally creative with great consumer insight. In past few seasons, Liva fabrics have been sculpted into exquisite fashion apparels appreciated by consumers across the globe. We intend to provide support through a robust supply chain entirely created for off-the-shelf requirements of LIVA fabrics through 'Liva Fluid Center Kiosks'."

Sunil Sethi, President, FDCI said, "We are happy to be associated with the Aditya Birla Group and the support they offer to the designers and the fashion community is appreciable. Fabrics are an important part of fashion garments and innovative& natural fabrics work best to get creativity in the silhouettes"

At AIFW, launch of LIVA Protege's second edition was also announced. LIVA Protege is a pan India fashion designer hunt and aims to reach hundreds of students through top fashion colleges across many cities in India. National Institute of Designing (NID), Ahmedabad continues to offer LIVA - 'Natural Fibre Chair.'

The 28th edition of AIFW is being held from October 12 to 16 at the NSIC Grounds, New Delhi. (ANI)