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LIVA launches another campaign ‘Thoughtfully Fashionable’

Shreoshree Chakrabarty December 16, 2020

Sustainable and conscious clothing of the new age fashion ingredient brand, LIVA from the Aditya Birla Group, has always drawn the attention of the customers through its product innovations, initiatives and campaigns. To influence fashion enthusiasts and consumers towards conscious and thoughtful fashion choices, LIVA has launched another campaign this season, ‘Thoughtfully Fashionable’.

The garments that are naturally comfortable and of high fashion are made with fibres sourced from natural and renewable resources, gave this brand idea to LIVA.

LIVA’s Thoughtfully Fashionable campaign brings alive the need for more transparency and accountability in fashion, staying relevant to the current times and the changing world we live in. Thus, drawing the attention of the consumers to make them realize what fashion stands for today: something that helps you be comfortable in your skin, something that makes you more confident of your personality and something that helps the environment.

Keeping in mind the importance of innovation, the campaign along with black swan events that are challenging companies across the globe has planned not just in fashion but in media consumption as well. The increased usage of social media in comparison to conventional media, there is a change in content consumption patterns. LIVA’s Thoughtfully Fashionable campaign focuses exclusively on digital mediums.

through engaging discussions like How green is your wardrobe’, True Price of your Fashion, it urges the audience to engage and participate in this thought-provoking campaign with influencers Roshni Bhatia, Aakriti Rana and Juhi Godambe who are advocates of thoughtfully fashionable. Compelling audiences to think about a worthy cause and its impact on the future, the campaign showcases fashion above functional and emotional benefits. Through various digital platforms, it further encourages dialogue on the inevitability of sustainable fashion.

Designers Rimi Nayak, Gabriella Demetriades and Rina Dhaka, with the need to prescribe to the thought of sustainable fashion and provide consumers with eco-friendly yet fashionable products, have created exclusive collections with LIVA fabric.

Starring Aavriti Choudhary (LIVA Miss Diva Supranational 2020), Times LIVA Miss Diva finalists Adline Castelino (LIVA Miss Diva Universe 2020) and Neha Jaiswal (LIVA Miss Diva 2020 Runner-Up), film brings alive the concept of ‘Thoughtfully Fashionable’ amongst many other campaign collaterals.


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