Liva capes at the 71st Miss Universe Pageant

This is the first time in the history of Miss Universe when during the 71st Miss Universe contest recently held at New Orleans, US, capes were introduced, with the countries having the freedom to design them basis their creative sensibilities.

And Aditya Birla Group’s fabric brand Liva partnered with the event as the official fabric sponsor. With this new element being added in the competition, all the 90 delegates from across the world wore Liva capes during the swimwear round of the event.

Liva personalised the delegate’s fashion with its fabric, the way they want to design and express.

This collaboration echoed out the need for circular and sustainable fashion, and also for strengthening awareness around fluid fashion like Liva, that embodied the message of ‘LiveYourFlow’, at the most prestigious pageant of the world.

Sree Charan, Vice President, Head of Branding, Liva said, “We are proud to be a part of a global event and represent a fabric made in India on an international platform. We are elated and excited to see our fluid fabric being draped around the most beautiful women at such a prestigious pageant.”

Amy Emmerich, CEO, Miss Universe Organization said, “Our delegates from around the globe are elated to wear these beautiful fabrics for the swimwear round, during which they will don capes hand designed by artisans from their home countries as a method of self-expression. The Liva fabrics will serve as a blank canvas cover-up, which will be used to ultimately spread awareness about the delegate’s culture or issues that are present in their home countries.”