ABFRL’s Jaypore presents TheFabricOfIndia, a celebration of India’s Heritage Crafts with Basant– the brand’s Spring-Summer Collection

Featuring talented and graceful personalities like Shefali Shah and Kalki Koechlin. This collaboration with Jaypore brings to the forefront- ‘Our timeless artisanal heritage, reimagined’.

New Delhi: 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.