Birla Cellulose, from the house of Aditya Birla Group, made a striking statement at Jaipur Times Fashion Week with an exclusive showcase featuring its latest collection crafted using Livaeco, the eco-enhanced variant of its fabric. Created in collaboration with esteemed partner brands like Indoera, Juniper, and Holly Hock, the collection is a testament to sustainable fashion that blends style, comfort, and eco-consciousness.

The much-anticipated fashion event witnessed the elegance and charisma of Tejasswi Prakash, who graced the runway as the showstopper for Livaeco. Known for her impeccable style and strong advocacy for responsible fashion, Tejasswi was styled in a specially curated ensemble by the brand, embodying the essence of fluid fashion with sustainability at its core.

Livaeco’s latest collection was a seamless fusion of tradition and modernity, offering ensembles that were not just high on fashion but also had a lower environmental impact. The brand's commitment to sustainability was reflected in its responsibly sourced fibers, which contributed to reduced water consumption and a smaller carbon footprint, making each garment an eco-friendly choice.

Speaking about the collection and her association with Livaeco, Tejasswi Prakash shared, “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.”

Birla Cellulose’ collaboration with Indoera, Juniper, and Holly Hock brought together diverse design aesthetics under a shared vision of sustainability. From flowing silhouettes to intricate handcrafted details, the collection highlighted how fashion can be both luxurious and environmentally responsible.

Commenting on the showcase, Manmohan Singh, Group Executive President and Chief Marketing Officer of Birla Cellulose said, “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. In Jaipur Times Fashion Week, we proudly present the Livaeco based collection in collaboration with our three esteemed partners—Juniper, Indoera, and Holly Hock—who have crafted an exquisite range that seamlessly blends sustainability with high fashion, perfect for the modern woman who values both style and a greener future”.

Jaipur Times Fashion Week continued to be a premier platform for celebrating innovation in fashion, and Livaeco’s showcase set new benchmarks in sustainable couture. The event brought together designers, fashion enthusiasts, and industry leaders, all converging to witness the transformative power of responsible fashion.

As Livaeco by Birla Cellulose took centre stage at Jaipur Times Fashion Week, it reinforced its commitment to a greener tomorrow—one stylish step at a time.