AND goes Green with Liva Viscose
14th March, 2009: saw the launch of `Liva
Viscose Collection for AND´.
The event marked the beginning of a collaboration
between Anita Dongre and Birla Cellulose,
the umbrella brand of the Aditya Birla
Group´s cellulosic fiber business
and the first organic collection in AND.
This new spring summer line at AND promises
to usher an exciting new chapter in India´s
fashion files. The collection is Greco
inspired in malleable flowing fabrics
with masterful draping. Each ensemble
is designed to enhances and add a kiss
of glamour into everyday lives.
Anita Dongre, Creative Director, AND
says, `Liva Viscose fibres give a brilliant
luster and an excellent drape to the ensemble
Liva Viscose fibers have the unique properties
of extreme softness, luster, drape, and
comfort. This line crafted from nature´s
wonder fiber offers the Indian woman an
unmatched blend of comfort and style,
making her everyday moments turn glamorous
Liva Viscose is a 100 per cent natural
and biodegradable fiber, crafted from
the choicest wood pulp, by applying a
unique, patented "Zinc metal free
process". The resultant cool, breathable
fabric has the highest moisture absorbency
across all fibers including cotton, making
it the most comfortable choice for the
Indian Summer !
