ABFRL’s Jaypore Presents ‘#TheFabricOfIndia

MUMBAI:
JAYPORE, India’s leading artisanal lifestyle brand from Aditya Birla Fashion Retail and Lifestyle (ABFRL), recently launched their #TheFabricofIndia Campaign to celebrate Spring-Summer 23 with the royal crafts of India. The campaign pays homage to the affluent and heritage crafts from diverse parts of India and applauds the craft contributors.

Eminent personalities such as the talented Shefali Shah and Kalki Koechlin have joined hands and shared their admiration towards the regal crafts. Through this campaign, rich traditional crafts like Gota patti from Rajasthan, Silk Handloom, Tribal Silver Jewelry, amongst others got center stage.

Jaypore’s collaboration with Kalki Koechlin celebrates the diversity and history that leaves an indelible mark with our rich heritage crafts.

Holi heralds the onset of Spring in all its glory with Shefali Shah colored in shades of Jaypore. The graceful and talented actress showcases ‘white-on-white’ Khari print offset with vibrant Gotta dupatta and an elegant hand-woven silk cotton saree. These featured ensembles by Jaypore are both celebratory and apt for the season.

The season also brings along the sweet scent of spring and summer – a perfect opportunity for Jaypore to launch Basant. With Basant, the brand highlights breezy, light silhouettes with timeless crafts like chikankari, block-print, delicate hand embroidery, kantha, etc. Festooned with understated elegance and soothing colors, pieces from the brand’s Spring-Summer collection include apparel, home décor, jewelry, accessories, and more.

Rashmi Shukla – Business Head – JAYPORE, Aditya Birla Fashion and Retail Limited said, “We believe #TheFabricofIndia Campaign has the power to reach a larger audience and create a sense of awakening of the rich and diverse crafts that India proudly boasts of. Jaypore celebrates our timeless Artisanal heritage reimagined with #TheFabricofIndia Campaign. Featuring talented personalities like Shefali Shah and Kalki Koechlin this campaign showcases crafts that are highlighted by our Spring-Summer 23 collections.

Jaypore’s #TheFabricofIndia Campaign recognizes and appreciates the versatile and ethnic crafts from various artisans across the country. With this campaign, the brand stitches together rich and inspirational craft stories laced with modern translations with exquisite designs beautifully narrated across apparels, jewelry, and the magnificent home décor collection.

The campaign showcases exquisite crafts such as ‘Sanganeri’ vividly displayed in the ‘Gauri’ collection portraying the onset of spring through blooming flowers. The brand’s home décor collection features ‘Kansa’, a range of handcrafted products from the miraculous Kansa metal. It also features the premium collection Jiya – an eclectic range of thalis, coffee makers, glasses and more.

These pieces and more are available across our stores in Delhi, Mumbai, Bengaluru, Lucknow, Pune, Ahmedabad, Trivandrum, and Kochi.