Designer Aarti Vijay Gupta partnered with Liva Reviva to unveil her Spring/Summer 2025 collection, Postcard from Kashmir, at London Fashion Week in September 2024. The collection highlights a seamless blend of sustainable materials and high-fashion design, captivating audiences with its innovative use of eco-friendly fibres.
Crafted from up to 30 per cent recycled textile waste combined with FSC-certified wood pulp, the garments provide a luxurious alternative to traditional viscose while remaining soft and breathable. The collection pays homage to Kashmir's rich cultural heritage, featuring elements like Kashmiri miniatures, Papier Mache art, and Namda embroidery, all modernized through contemporary silhouettes.
The runway presentation showcased fluid drapes and intricate detailing, merging style with sustainability. Both menswear and womenswear designs drew inspiration from Kashmir’s lush landscapes, with striking photo prints taken by Gupta herself, juxtaposing sophisticated dresses and co-ord sets. Notably, Gupta introduced fitted mesh-printed bodycon dresses, marking a departure from her signature oversized silhouettes. The collection’s versatile pieces, characterized by cleaner lines and a subdued color palette, can be effortlessly mixed and matched.
Sree Charan, VP Marketing at Birla Cellulose, highlighted the significance of the collaboration, noting that Aarti Vijay Gupta's ability to combine sustainable materials with modern design perfectly represents Liva’s commitment to creating fashion that is both aesthetically appealing and environmentally conscious.
Aarti Vijay Gupta expressed her excitement about showcasing the Postcard from Kashmir collection using Liva Reviva fibres, describing it as a rewarding experience. The materials effectively captured the essence of Kashmir while adhering to sustainable practices. This collaboration highlights Liva’s dedication to promoting sustainability in the fashion industry, enabling designers to create fashion that is both mindful and visually captivating.
