September 20, 2024 (Yes Punjab News)
Celebrated designer Aarti Vijay Gupta collaborated with Liva Reviva to showcase sustainable luxury fashion at London Fashion Week in September 2024. The debut of her Spring/Summer 2025 collection, “Postcard from Kashmir,” beautifully highlighted the fusion of sustainable materials with high-fashion design.
Liva Reviva, known for its eco-friendly fibres, added a unique touch to the collection, captivating audiences with its versatility.
Aarti Vijay Gupta’s collection was a stunning portrayal of Kashmir’s landscapes and cultural heritage, with pieces meticulously crafted using LIVA Reviva-based fabrics. The garments, made from up to 30% recycled textile waste blended with FSC-certified wood pulp, offered a sustainable alternative to traditional viscose, while remaining soft, breathable, and luxurious.
The collection featured Kashmiri miniatures, Papier Mâché art, and Namda embroidery, with traditional art forms modernized through innovative silhouettes and design sensibilities. Each piece, from flowing silk to elegant printed linen, all demonstrated versatile nature of LIVA Reviva based fabrics that can be seamlessly integrated with heritage fibres.
The runway showcased a harmonious blend of style and sustainability, with fluid drapes, intricate detailing, and 3D engravings bringing eco-conscious fashion to life. Both menswear and womenswear were included, with designs inspired by Kashmir’s green pastures and towering mountains.
The collection featured photo prints from Gupta’s iPhone, capturing the region’s essence, which contrasted beautifully with sophisticated dresses and co-ord sets. For the first time, Gupta ventured into mesh-printed dresses, introducing fitted bodycon styles adorned with striking photo prints—an exciting departure from her signature oversized, effortlessly chic designs.
The collection’s easy separates, cleaner silhouettes, and toned-down color palette make the pieces versatile, allowing them to be mixed and matched for different looks, while still paying homage to Kashmir’s rich cultural tapestry.
Commenting on the successful collaboration, Mr. Sree Charan, VP Marketing, Global Head – Brands, Birla Cellulose, Aditya Birla Group, said, “We are immensely proud of our partnership with Aarti Vijay Gupta.
Her vision for combining sustainable materials with contemporary design has truly brought to life what LIVA stands for – fashion that is beautiful, functional, and environmentally responsible.”
Designer Aarti Vijay Gupta also expressed her excitement, “Presenting my collection ‘Postcard from Kashmir’ at London Fashion Week using LIVA Reviva fibres was an incredible experience.
These fibres provide the perfect canvas for expressing the beauty of Kashmir while remaining true to sustainable practices. I believe this is the future of fashion, where tradition meets innovation with a purpose.”
LIVA’s collaboration with Aarti Vijay Gupta is part of its ongoing efforts to lead the fashion industry towards more sustainable practices. With the introduction of fabrics made with advanced fibres that minimize waste and promote responsible manufacturing, LIVA continues to empower designers to create fashion that is as mindful as it is beautiful.
