The fashion landscape is witnessing a profound transformation as sustainability moves from being a peripheral concern to occupying center stage in design philosophy with Tejasswi Prakash. Nowhere was this shift more elegantly displayed than at the recent Jaipur Times Fashion Week, where Birla Cellulose unveiled its groundbreaking Livaeco collection to thunderous applause.
The showcase represented far more than just another fashion presentation—it embodied a bold statement about how luxury and environmental responsibility can seamlessly coexist in the modern wardrobe. As popular actress Tejasswi Prakash glided down the runway in specially curated ensembles that married traditional craftsmanship with contemporary aesthetics, the audience witnessed firsthand how the Aditya Birla Group’s innovative approach to textiles is reshaping industry standards.
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Through strategic collaborations with design houses Indoera, Juniper, and Holly Hock, the collection demonstrated that eco-consciousness need not compromise on style, comfort, or visual appeal. This landmark presentation not only highlighted Birla Cellulose’s ongoing commitment to sustainable practices but also signaled a definitive shift in how fashion’s future might unfold—where responsible sourcing, reduced environmental impact, and stunning design converge to create truly conscious couture.
Tejasswi Prakash Livaeco Difference: Sustainable Fashion Without Compromise
Birla Cellulose, a flagship entity of the Aditya Birla Group, has established itself as a pioneer in sustainable textile innovation through its Livaeco line. The collection showcased at Jaipur Times Fashion Week represented the culmination of years of research and development aimed at creating fabrics that minimize environmental impact without sacrificing quality or aesthetics. What distinguishes Livaeco from conventional fabrics is its comprehensive approach to sustainability across the entire production chain—from responsible forestry practices to innovative manufacturing processes that dramatically reduce resource consumption.
Manmohan Singh, Group Executive President and Chief Marketing Officer of Birla Cellulose, elaborated on the brand’s philosophy during the event: “At Birla Cellulose, sustainability is not just a commitment—it’s an ongoing journey. While LIVA itself is an inherently sustainable fabric, Livaeco takes it a step further with responsibly sourced raw materials from certified forests, minimal water consumption, and low greenhouse gas emissions. Its unique traceability solution ensures complete source credibility, empowering consumers to make informed, eco-friendly fashion choices.”
This traceability component represents a significant advancement in transparency for the fashion industry. Each Livaeco garment can be traced back to its source through advanced tracking technology, allowing consumers to verify the sustainable practices behind their clothing choices. This feature addresses growing consumer demand for accountability in fashion supply chains and provides tangible evidence of Birla Cellulose’s environmental claims.
The collection itself demonstrated how these eco-friendly fibers translate into wearable, desirable fashion. The fabrics exhibited exceptional fluidity and comfort while maintaining structural integrity where needed. Their natural breathability and moisture-wicking properties offer practical benefits to wearers beyond the environmental advantages, proving that sustainable choices need not involve compromise on performance or comfort.
Creative Collaboration: Partnering with Design Visionaries
The success of the Livaeco showcase stemmed largely from Birla Cellulose’s strategic collaboration with three distinctive design partners: Indoera, Juniper, and Holly Hock. Each brought their unique design sensibilities to the collection while remaining unified in their commitment to sustainable fashion principles.
Indoera contributed designs that celebrated India’s rich textile heritage, incorporating traditional embellishment techniques and silhouettes reimagined for contemporary wardrobes. Their segment featured intricate handcrafted details that highlighted the versatility of Livaeco fabrics in accommodating detailed artisanal work while maintaining eco-credentials.
Juniper’s interpretation took a more minimalist approach, focusing on clean lines and functional versatility. Their designs demonstrated how Livaeco fabrics can be transformed into practical everyday wear without sacrificing style or environmental values. The adaptable nature of their pieces showcased how sustainable fashion can seamlessly integrate into modern lifestyles.
Holly Hock brought a more experimental aesthetic to the collaboration, pushing the boundaries of what eco-fashion can look like. Their avant-garde silhouettes and innovative draping techniques showcased the fabric’s exceptional pliability and performance under creative manipulation, dispelling any notion that sustainable textiles limit design possibilities.
This multi-designer approach served to illustrate the remarkable versatility of Livaeco fabrics across different style categories and design philosophies. From flowing silhouettes that emphasized the fabric’s natural drape to more structured pieces that demonstrated its adaptability, the collection offered a comprehensive vision of sustainable fashion’s potential.
Celebrity Endorsement: Tejasswi Prakash Champions Sustainable Style
The already impressive showcase received additional star power when television actress and style icon Tejasswi Prakash took to the runway as the official showstopper for Livaeco. Known for her impeccable fashion sense and growing influence in entertainment circles, Prakash’s participation significantly amplified the collection’s visibility and appeal.
Styled in a specially curated ensemble that embodied the collection’s fusion of elegance and sustainability, Prakash commanded the runway with confidence and grace. Her look exemplified the “fluid fashion” concept central to the Livaeco philosophy—designs that move effortlessly with the body while maintaining visual impact.
Speaking about her association with the brand, Prakash shared personal insights that resonated with many attendees: “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. 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.”
Her endorsement represents more than just celebrity marketing—it signals a growing recognition among influential figures that fashion’s future must incorporate environmental responsibility. By aligning herself with Livaeco, Prakash demonstrated how public figures can leverage their platforms to promote sustainable consumption choices among their followers.
The actress’s authentic enthusiasm for the collection was evident throughout the event, as she engaged with designers and executives to learn more about the sustainable processes behind the fabrics. This genuine interest helped translate complex sustainability concepts into relatable consumer benefits, making eco-fashion more accessible to mainstream audiences.
| Feature | Conventional Fabrics | Livaeco by Birla Cellulose |
|---|---|---|
| Raw Material Sourcing | Often untraceable or from non-sustainable sources | Responsibly sourced from certified forests |
| Water Consumption | High water usage in production | Significantly reduced water consumption |
| Carbon Footprint | Generally higher emissions | Low greenhouse gas emissions throughout lifecycle |
| Traceability | Limited or non-existent | Complete source credibility through tracking technology |
| Design Versatility | Variable depending on treatment | High adaptability across traditional and modern designs |
| Comfort Factors | Variable breathability and drape | Enhanced breathability and natural moisture management |
| End-of-Life Impact | Often non-biodegradable | Biodegradable with reduced environmental persistence |
| Transparency | Limited production information available | Detailed sustainability metrics accessible to consumers |
Setting Industry Benchmarks: The Broader Impact of Livaeco’s Showcase
Beyond the immediate spectacle of the runway presentation, Birla Cellulose’s showcase at Jaipur Times Fashion Week established important new benchmarks for sustainable fashion in India and beyond. The event demonstrated how major textile manufacturers can successfully integrate environmental responsibility into their core business models rather than treating sustainability as a peripheral concern or marketing gimmick.
By bringing together diverse stakeholders—from designers and manufacturers to celebrities and consumers—the showcase fostered important conversations about fashion’s environmental impact and potential solutions. The presence of industry leaders, fashion journalists, and sustainability advocates created a forum for exchanging ideas and establishing new collaborative opportunities within the eco-fashion space.
The timing of this showcase is particularly significant as the global fashion industry faces increasing scrutiny over its environmental footprint. With textile production ranking among the world’s most resource-intensive and polluting industries, innovations like Livaeco represent crucial steps toward mitigating fashion’s ecological impact while maintaining its cultural and economic significance.
For Jaipur Times Fashion Week itself, hosting this forward-thinking showcase reinforced its growing reputation as a platform that embraces progressive values alongside aesthetic excellence. By prominently featuring sustainable collections, the event aligned itself with global fashion weeks that increasingly prioritize ethical and environmental considerations in their programming.
As Livaeco by Birla Cellulose took center stage, it reinforced a simple yet powerful message: the future of fashion lies in responsible innovation—creating beautiful, functional garments that respect planetary boundaries. This philosophy, encapsulated in their showcase tagline “a greener tomorrow—one stylish step at a time,” represents a blueprint for how fashion can evolve to meet contemporary challenges without sacrificing its fundamental creative purpose.
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Frequently Asked Questions
What makes Livaeco fabrics more sustainable than conventional alternatives?
Livaeco fabrics by Birla Cellulose stand apart from conventional alternatives through multiple sustainability innovations throughout their production lifecycle. The process begins with responsible sourcing practices, using wood exclusively from FSC-certified forests where replanting and biodiversity preservation are prioritized. This contrasts sharply with many conventional fabrics that may use raw materials from unverified sources or those contributing to deforestation.
During manufacturing, Livaeco employs closed-loop production systems that recover and reuse up to 90% of chemicals, dramatically reducing pollution typically associated with textile processing. The technology behind Livaeco also requires significantly less water—approximately 50% less than generic viscose production—addressing one of fashion’s most resource-intensive aspects.
How are fashion designers adapting their creative processes to work with sustainable fabrics like Livaeco?
Designers collaborating with sustainable fabrics like Livaeco are fundamentally transforming their creative processes to embrace both the opportunities and constraints of eco-friendly materials. This evolution begins at the design conception stage, where designers like those from Indoera, Juniper, and Holly Hock are now considering a garment’s entire lifecycle—from production through wear to eventual disposal or recycling. This “circular design” approach represents a significant shift from traditional linear fashion thinking. Practically speaking, designers are becoming more intimate with the technical properties of sustainable fabrics, understanding how Livaeco’s natural drape, breathability, and texture influence construction possibilities.
Many are discovering that these properties actually enhance certain design elements, particularly in creating flowing silhouettes that capitalize on the fabric’s inherent movement. Color application presents another adaptation point, with designers learning to work with natural dyes or low-impact synthetic options that complement Livaeco’s eco-credentials without compromising visual impact. Perhaps most importantly, designers are embracing a “less is more” philosophy—focusing on creating versatile, durable garments that transcend seasonal trends.
This approach emphasizes quality craftsmanship and timeless design elements that extend a garment’s usable lifespan, an essential component of truly sustainable fashion. The successful adaptations seen at Jaipur Times Fashion Week demonstrated that these shifts in creative process don’t restrict artistic expression but rather channel creativity toward solutions that balance aesthetic excellence with environmental responsibility.
