Birla Cellulose, a part of the Aditya Birla Group, made a remarkable impression at Jaipur Times Fashion Week with an exclusive showcase featuring its latest Livaeco collection—an eco-conscious evolution of its signature fabric. In collaboration with esteemed partner brands Indoera, Juniper, and Holly Hock, the collection epitomized sustainable fashion by seamlessly blending style, comfort, and environmental responsibility.
The much-anticipated event saw the dazzling presence of Tejasswi Prakash as the showstopper for Livaeco. Known for her impeccable style and advocacy for responsible fashion, Tejasswi graced the runway in a specially curated ensemble that embodied the essence of fluid, sustainable fashion.
A Perfect Blend of Tradition and Modernity
The Livaeco collection at Jaipur Times Fashion Week showcased an exquisite fusion of contemporary aesthetics with deep-rooted traditional influences. Every ensemble was designed not only to make a fashion statement but also to minimize environmental impact. The responsibly sourced fibers used in the collection contribute to reduced water consumption and a lower carbon footprint, making each garment an eco-friendly choice for the modern wardrobe.
Voices from the Ramp
Speaking about the collection and her association with Livaeco, Tejasswi Prakash shared, “Fashion is an expression of identity, and it is inspiring to see brands like Birla Cellulose integrating sustainability into style. This collection beautifully merges elegance with a responsible approach, and I am honored to walk the ramp in an ensemble that represents eco-conscious fashion.”
The collaboration with Indoera, Juniper, and Holly Hock brought together a rich diversity of design aesthetics, from flowing silhouettes to intricate handcrafted details. Each piece in the collection demonstrated that fashion can be both luxurious and environmentally responsible.
A Commitment to Sustainability
Commenting on the showcase, Mr. Manmohan Singh, Group Executive President and Chief Marketing Officer of Birla Cellulose, stated, “At Birla Cellulose, sustainability is not just a commitment—it’s a continuous journey. While LIVA itself is an inherently sustainable fabric, Livaeco elevates this with responsibly sourced raw materials from certified forests, minimal water consumption, and lower greenhouse gas emissions. Our unique traceability solution ensures complete source credibility, empowering consumers to make informed, eco-friendly fashion choices. Jaipur Times Fashion Week was the perfect platform to present our Livaeco collection in collaboration with Indoera, Juniper, and Holly Hock—three brands that share our vision of merging sustainability with high fashion for the modern woman who values both style and a greener future.”
Redefining Sustainable Couture
Jaipur Times Fashion Week continues to be a premier platform for innovation in fashion, and the Livaeco showcase set a new benchmark in sustainable couture. The event brought together designers, fashion enthusiasts, and industry leaders, all converging to celebrate the transformative power of responsible fashion.
As Livaeco by Birla Cellulose took center stage, it reinforced its unwavering commitment to a greener future—one stylish step at a time.
