Grasim Industries Ltd, Aditya Birla Group Announced the First Edition of Liva Protégé 2015- A National-Level Designer Hunt


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23rd December, Mumbai: Liva Protégé 2015, a pan India designer hunt for recognizing India’s future stars in the field of fashion, takes pride in announcing that after covering over 12 cities, top 50 fashion institutes and touching more than a hundred students across India, it has reached the final leg of the journey – the Grand Finale showcased the work of its Top 12 finalists on 23rd December, 2015 in Mumbai.

The annual, pan-India hunt for the brightest fashion designers in India, was open to final year students of select colleges. The competition gives them chance to showcase their talent and get mentored by some of the biggest names in the industry.

 

The winner of Liva Protege gets an opportunity to work with the prestigious in house design team of online fashion e commerce  venture of Aditya Birla Group –ABOF.com (All About Fashion) OR an opportunity to have upto 5 of his/her designs  sold onwww.abof.com besides a cash prize of INR2,00,000. The First runner up gets an opportunity to have upto 3 of his/her designs sold on www.abof.com and a cash prize of INR 1,00,000 . The Second runner up will win a cash prize of INR50,000.

Liva Protégé is powered by Liva – a new-age fabric, from the house of Birla Cellulose, designed to infuse incredible fluidity into garments. It aims to tap into the great Indian talent pool and ensure that promising fashion designers in India get their rightful place under the sun, and help India keep shining across the global fashion landscape.

According to Mr. Manohar Samuel President Marketing, “As one of the largest textile and fashion conglomerates in the country we believe that Indian fashion landscape is extremely dynamic and its talent pool rich and diverse. Liva is a new age natural fabric and has been accepted well by the textile value chain. Liva Protégé is our endeavour to bridge the gap and reach the budding fashion designer fraternity. Our journey so far has been exciting, we are overwhelmed with the creativity of the young talent. Clearly, the future of Indian fashion is in competent hands.

In the first edition – Liva Protégé 2015 celebrated upcoming trend and style to recognise innovation and breakthrough talent on a national scale. The finalists belonged to India’s top fashion schools, namely, NIFT, Pearl, BD Somani, NID and Raffles. The shortlisted designers represented a range of unique styles and talents with each of them having their own masterpieces that were showcased yesterday.

The finalists showcased their collections through a fashion show to an elite panel of judges which includes Actor  Soha Ali Khan, leading Fashion Designer Narendra Kumar, eminent fashion photographer Prasad Naik, Editor of India edition of Cosmopolitan magazine Nandini Bhalla and Founder and Chairperson of Svatantra Micro Finance Ms Ananyashree Birla. Also present was the elegant Mrs. Rajashree Birla with her daughter in law, Mrs. Neerja Birla. Cutting for a frame worthy family photo, the three generation of ladies from the Birla family were all smiles.

The second runner up was Ms. Sagarika Joshi from Bangalore, the 1st runner up was Mr. Nitin Gupta from Ahmedabad and the winner was Mr. Riturana Deori from Ahmedabad. The winners were selected based on aesthetics, design, fluidity and functionality of creations. The fashion presentation was choreographed by Shy Kalra.

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