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 !