Birla Cellulose debuts ‘Livaeco’ textile at Jaipur Times Fashion Week

Aditya Birla Group business Birla Cellulose introduced its eco-enhanced textile ‘Livaeco’ at Jaipur Times Fashion Week with a dedicated showcase in collaboration with Indoera, Juniper, and Holly Hock. The collection highlighted the fusion of sustainability and contemporary design, reinforcing the brand’s commitment to responsible fashion.

“Fashion is an expression of who we are, and it is inspiring to see brands like Birla Cellulose making sustainability an integral part of style,” said actor Tejasswi Prakash who walked as the showstopper for Livaeco at Jaipur Times Fashion Week in a press release. “The collection beautifully merges elegance with a responsible approach, and I am thrilled to walk the ramp in an ensemble that speaks of eco-conscious fashion choices.”

Livaeco’s collection combined traditional and modern aesthetics, mixing flowing silhouettes with intricate handcrafted details. Made from responsibly sourced fibres, the fabric is designed to reduce water consumption and lower carbon emissions.

“At Birla Cellulose, sustainability is not just a commitment- it’s an ongoing journey,” said Birla Cellulose’s group executive president and chief marketing officer Manmohan Singh. “Livaeco takes our sustainability efforts further with responsibly sourced raw materials, minimal water usage, and a unique traceability solution that empowers consumers to make informed fashion choices.”

Jaipur Times Fashion Week was design to serve as a platform for innovation in sustainable fashion, with Livaeco’s showcase demonstrating how environmentally conscious design can align with contemporary style. The fashion week took place from March 22 to 23 at the Marriott Hotel in Jaipur.