Deepika Padukone is the face of fashion brand Navyasa

Navyasa by Liva, a contemporary saree brand from the Aditya Birla Group, was launched today. Deepika Padukone will be the face of this highly anticipated creative fashion brand. The first four stores launching today are in India’s major cities, Delhi, Mumbai and Bangalore, which will open the doors to a world of artistic and fashionable sarees.

marineasa by Liva flagship stores are now operational at Ambience Mall Vasant Kunj, DLF Saket in Delhi, Orion Mall in Bangalore and Inorbit Mall in Mumbai. Ranging from Rs. 5,000-15,000, navyasa by Liva currently offers 17 collections in 5 different varieties of nature-based Liva fabrics. There is a saree for every sensibility, including printed, embroidered, embellished and woven styles.

Explaining the idea behind the launch of this brand, Rajnikant Sabnavis, Chief Marketing Officer at Grasim Industries (Pulp and Fibre), said, “Aiming to perceive sarees as the new ‘cool’ and make them women’s favorite outfit modern Indian designs, the navyasa by Liva brand is derived from navya which means new, and rasa which is the art of everything we do. With a national brand like ABG and Liva venturing into sarees, I hope to see a much bigger shift in perception and adaptability to sarees, especially among the younger generation and urban women. The brand is an ode to true contemporary and cosmopolitan Indian women who believe that style is a combination of fashion and comfort.

marineasa by Liva the sarees are flowy, flowy and made with natural Liva fabric. They will allow women to move with fiery optimism and #freetobe in their element as well as explore life in comfort whether it’s at work, party, lunch or coffee.

The collection features ethereal prints and chic styles. Each saree tells a colorful story with a modern twist. Unique bold designs and varied themes are designed to allow style to converge with fashion. Renowned designers Abir and Nanki, along with Liva’s in-house design team helped bring the collection to life.

Speaking about the brand’s debut collection, designer Nanki said: “We took it upon ourselves to break the social stigma of sarees perceived as dated clothing for older women or casual wear. For change the misconception of physical barriers associated with it, we have designed freeform curtains that are subtle yet make a statement encouraging women to push boundaries, blur edges and reach for the limitless sky. With finesse as its essence, navyasa by Liva is designed to give women freedom of expression; allowing for adventure, daring and their vibrant personality with versatile prints.

Designer Abir added: “It’s easy to get bogged down in the preconceived notion of how much effort it takes to wear a saree. However, draping those nine meters of elegance can be magical if we let it. Today’s woman wants the saree to feel good, look good and be so comfortable that it feels like a second skin. Liva’s navyasa does this for the wearer. Nature-based fabrics are extremely breathable. With this launch, I foresee a revolution in Indian fashion as young women will find it very easy to express their fashion sense through this beautiful understated outfit called saree. The wide range of bold and vivid prints will inspire many women to adopt sarees into their wardrobe.

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