Fashion for women today has moved beyond the conventional idea of simply following trends. It’s about wearing your clothes just the way you’d wear your confidence.
This idea of confidence is at the heart of LIVA. A new-age, eco-friendly, nature-based fabric, LIVA’s softness and fluidity not only drapes effortlessly around the wearer, but also offers the confidence that comes from wearing something that’s fashionable and comfortable. The brand’s ethos of ‘Live Your Flow’ exemplifies the idea. At a time when the global cultural narrative is encouraging people to be who they really are, LIVA is ahead of the curve, promoting the idea of being uninhibited, spontaneous, and living 100 percent in the moment.
This idea succinctly comes across in the brand’s beautifully shot new campaign video with LIVA diva Kangana Ranaut. The actor is a trailblazer, both on and off screen, and has garnered a huge fan following for her uninhibited approach to everything. In the video, she is free, unrestrained, the personification of ‘live your flow’. Her outfits flow and glide, showcasing an exquisite drape and fall that is the brand’s signature.
In the Behind the Scenes video, we get an insight into how the campaign builds this new-age narrative for the women of today: When you find your fabric and fit, it is then that you can live your flow. Keeping in mind the changing fashion vocabulary, this will resonate with women who are confident, independent, progressive, and fashionable.
“Living your flow for me is being in a state of complete harmony with yourself and the universe,” says Ranaut. “You are so attuned that nothing comes in your way and you keep going on. LIVA, with its flow, enables your inner flow beautifully.”
We take you on the set to get a glimpse of what went on behind the scenes…
Video and images: Courtesy Liva