Birla Cellulose to Present LIVA A/W 2016-17 at Shanghai 2015

October 13, 2015 written by

A progressive division of Aditya Birla group that specializes in Viscose Staple Fiber (VSF) in India – Birla Cellulose will be presenting its new collection LIVA A/W 2016 -17 at the autumn edition of Intertextile Shanghai this October. The company is a leading division in the sector worth $40 billion. Between 13th – 15th of the month, Birla Cellulose will exhibit its wide array of specialty manmade cellulose fibres (MMCF) like, Birla Viscose, Birla Modal, Birla Excel and Birla Spunshades.

Birla Cellulose logo
The LIVA fabric of Birla Cellulose was launched in March 2015 at a function in Mumbai with Kangana Ranaut walking down the ramp for the company. The new LIVA A/W 2016-17 collection will be exhibited at the China trade fair along with two other group companies and six value chain partners. The LIVA laces have been specially designed with rich looks using prints and bonding. Amongst the complete exhibition would be the Birla Modal wool fibre which offers rich warmth and comfort, and is known for the crepe effect created by its high twist feature. Also, the Fiber that blend Birla Viscose and Modal to render an effective metallic sheen to a fabric will be exhibited.

The new collection of LIVA is focused around the theme of art and the world of artists. It holds a definite and extraordinary look which is inspired by the words Canvas and Gallery, primarily by the art movement. LIVA celebrates art and craftsmanship that attempts to explore new artistic expressions using eco-sensitive materials. The featured fabrics of the collection include, LIVA Spunshade Mélanges which offer eco-friendly spun dyed fibre, unfading colours and uniformity. In addition is the LIVA Modal Amicor which offers antibacterial properties with lasting hygiene and fresh feel. Liva Modal Indigo that carries natural dyes with sustainability as the key feature. The Liva Spunshade Thermolite provides warmth and has different structures like plating, fleece, pique and more. The Gallery collection adds intricate details to the garment, while, the basic with a ‘twist’ look is complimented by rich fabric blends.

“The inspirations drawn from consumer interactions and brands have made us balance nature and fashion in our AW16/17 collection,” said Mr Manohar Samuel, President-Marketing and Business Development at Birla Cellulose. The exhibition by Birla Cellulose is meant to increase its collaborations with China. Mr Sachin Malik, Head Sales & Marketing (China) stated, “We are delighted to have innovations in Birla Modal & Birla Spunshades in applications such as leggings, bed linen, casual trousers, knitted and woven tops by working alongside partners, for both, China and the global market”.

Seven leading Chinese collaborative partners of Birla Cellulose too are exhibiting collections leveraging Birla Cellulose fibres. They include; Frontier Spinning Mills, one of the largest producers of spun yarns for the knitting and weaving industries in the world and Hangzhou Anchao Trading Co.,Ltd, a leading spinner of specialty dyed yarn on MVS technology. Also, Aditya Birla Yarns will be displaying yarn innovations with unique blends and special features mainly leveraging viscose and Modal. Other companies that shall be exhibiting alongside include the Thailand based Thai Acrylic Fibre Co. – a leader in the acrylic fibre space who base their innovations on anti-microbial fibres.

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