20 March 2023, Mumbai
Jaypore, a leading artisanal lifestyle brand from Aditya Birla Fashion Retail and Lifestyle (ABFRL), launched The Fabric of India campaign to celebrate Spring-Summer 23 and the rich and diverse crafts of India.
The campaign highlights traditional crafts such as Gota patti, Silk Handloom, and Tribal Silver Jewelry, among others, with eminent personalities like Shefali Shah and Kalki Koechlin applauding the regal crafts.
The brand's Spring-Summer collection, Basant, features timeless crafts such as chikankari, block-print, hand embroidery, and more, available in apparel, home decor, jewelry, and accessories.
Jaypore believes the campaign celebrates India's artisanal heritage and modernizes it. The campaign showcases craft stories exquisitely designed across apparels, jewelry, and home decor.
The Spring-Summer collection is available in stores across Delhi, Mumbai, Bengaluru, Lucknow, Pune, Ahmedabad, Trivandrum, and Kochi
