And it starts with fabric
A beautiful ensemble starts with beautiful fabric. Everything else – the design, cut and fit – work because of the fabric. And Liva’s fabric is known to be fluid and flowing – perfect for all ensembles. Designer Nida Mahmood gives us an insight into the importance of fabric and why everything else comes after that.

What is the importance of fabric in an outfit?
It is very important to use the right kind of fabric for the silhouette in question, in order to be able to get the right results. The fabric largely defines the look and feel of a garment because subconsciously notices that right after one sees the colour of the outfit.

What is the importance of feel in an outfit?
Equally important as the right choice of fabric. how a fabric feels on the skin really guides the buyer to buy the garment or not to buy it so it is extremely important to get the feel of the fabric right.

Feel good vs look good, what do you choose?
Can the two co-exist? they both must co-exist. while one wants to look great in an outfit, they want the fabric to feel great on their skin as well. Why should there be an either or, or a compromise.

Why do you think more people are moving towards eco-friendly fabrics?
As they say, we have not inherited this planet from our parents but are merely borrowing it from our children, we need to ensure we reduce the carbon footprint and help enhance the quality of the earth we leave behind. wearing and supporting eco-friendly fabrics helps ensure water is conserved. It helps ensure harmful chemicals are not inundating our planet. That we are being responsible human beings and keeping the earth safer.

Can eco-consciousness and comfort co-exist?
Absolutely! there is no reason why they shouldn’t.

When you are designing, and are in a dilemma on high fashion vs. feel good, what do you choose?
There is not straight answer for this question. I feel it is a very personal choice, I usually go for garments that are fashionable but are in a space that is comfortable for me. Being a designer, it helps tremendously because I am able to create such garments.

Can a fabric feel good and be high-fashion at the same time?
Yes, of course.

How are shoppers choosing fabric today, is it as important as it used to be?Today the consumers are very aware of the choices available and careful about the kind of fabrics they choose. Fabrics that help reduce the carbon footprint are being put on top priority. Of course how gentle the fabric feels to touch and to wear is another important factor while choosing a garment.

What is the shift in fabrics that you have seen over time | what has changed over time?
Organic, handwoven fabrics have taken over the marketing huge way. Textiles from different parts of our country are getting a much larger platform of recognition and acceptability. Handloom and organic fabrics are sought after today. Even power loom mills are working on yarns that are more eco-friendly and environment friendly thereby helping bring down the carbon footprint.

Tell us about your experience on working with Liva.
It has been fantastic working with Liva. The Liva fabric is a sustainable eco-friendly fabric. It has a beautiful fluid quality that lends grace to Indian as well as western silhouettes. Liva feels wonderful on the skin and the fabric falls really well therefore the outcome of the end product is great.

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