“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, in the way we live and what is happening around us.”- Coco Chanel
Fashion is a means to express one’s ideas, culture and values, interests and personality. Fashion has been evolving since the 19th century when Charles Fredrick Worth had labels sewn into garments that he created.
Even though fashion has evolved through decades of constantly creating demands by being stylish and fascinating, its impact on the environment is becoming increasingly hazardous. Being one of the biggest players in the global economy, the fashion industry holds the responsibility to protect and save the environment and its precious resources. Insatiable and increasing demands are putting undue pressure on the environment. The culture of affordable shopping has led to increase in the number of shopaholics, thus increasing shopping.
Since Fashion cannot die by Norelle Rheingold it is the need of the hour to identify potential sources to lessen the pressure it exerts on the environment. The textile industry is one of the biggest culprits. The World Bank reveals that the textile industry single-handedly contributes to 18-20 per cent of global industrial water pollution from dyeing and pre-treatment of fabrics and textiles. A large amount of solid and liquid wastes are discharged into water bodies during the manufacture of textiles. Processes in textile mills lead to air emissions containing several harmful chemicals including chlorine and hydrogen sulphide. Consumers and clothing manufacturers are becoming aware of the harmful consequences and are trying for alternative technologies to protect the environment.
One such initiative is the launch of Liva, the new age fluid fabric by Birla Cellulose. It is a cellulosic high quality fabric which falls and drapes according to the body and moves with the body. Birla Cellulose has been creating superior and sustainable viscose staple fibre balancing the power of science and nature. With over 50 years’ experience, Birla Cellulose has been making metal-free fibres with increased absorbency and softness accompanied by lustre, smoothness, and drapability. Their fibres are not only eco-friendly but also versatile and beautiful. Birla Cellulose is increasingly engaging with big brands.