Apparel September 2019 Apparel September 2019 issue | Page 44

STYLE FILE
Voguish Happenings
An insider’s view on the myriad launches, events, and brands that are making the apparel
industry bigger and brighter...
LIVA AT THE YARNEX EXHIBITION 2019
From July 15 to 17, 2019, Liva, a new-age
fabric by the Aditya Birla Group, participated
in the Delhi edition of YARNEX, an exhibition
that had brand partners showcase products
made with Liva fabrics. This time, it focused
on knits, woven fabrics, and stoles. This
range has been carefully crafted to meet the
requirements of women seeking Western and
ethnic wear. Buyers particularly appreciated
collections exhibited by Mercury, Mukut Mani,
RK Handlooms, and Shree Sakthi Vinayagar at
the Liva Pavilion.
LIVA AT THE KOLKATA FASHION EXPO 2019
Liva announced its foray into saris this week at
one of the country’s largest ethnic wear events,
Kolkata Fashion Expo, held from August 6 to
7, 2019.
Mr Dilip Gaur, Managing Director, Grasim
Industries Ltd., said, “(The) sari is an iconic
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garment but its growth is sluggish as compared
to other womenswear segments. There is a
strong need for innovation in the sari category,
which Liva will be able to fulfill with its fluidity.”
The sari constitutes a rather large chunk of
the women’s apparel market. Aditya Birla Group