@ Vikas Sharma | Sr Journalist
New Delhi: Enliven the everyday by bringing out your spontaneous nature with vibrant colours and patterns of the YOLO Dress. The free spirited dress is not just the go to outfit for the season but is also enhanced with environment friendly Livaeco fabric. With sustainable fashion as the core mantra, W, the leading women’s apparel brand, today, launched its spring summer collection in association with Livaeco, fashion fabric brand of the Aditya Birla group. Ushering in the seasonal flavours, the collection embodies sustainability; indeed giving back to the nature fashionably.
W launched the collection with the unveiling of the SS’19 catalogue featuring 15 women who are inspiring lives every day. The first phase of the launch commenced with a contest, #WYOLOWOMEN, which was run across 4 cities, identifying and acknowledging sustainable practices adopted & encouraged by these women. The winners were invited to be featured in W’s spring summer collection’19 catalogue.
Talking at length about the brand’s endeavour towards sustainability, Anant Daga, Managing Director, TCNS Clothing Co. Ltd. said, “Sustainability in the realm of fashion industry is a relatively newer concept. We strongly believe that brands today have a great role to play in contributing towards a sustainable future. Our association with Livaeco is one such step where we have tried to convert goals to sustainable results. The Yolo Dress tailored in partnership with Livaeco is the perfect style statement this season balancing sustainability and fashion’’
Manohar Samuel, Sr. President, Aditya Birla Group said, “At Birla Cellulose, sustainability is a continuous journey towards the wellbeing of all stakeholders and conserving nature. We are launching our newest offering Livaeco exclusively with W, which has created an exquisite collection that embodies our focus on sustainability and high fashion to delight the consumers.‘’