ABFRL’s e-Commerce Brand JAYPORE Unveils “Utsav” Its Festive Collection

* Fashion models showcased the festive collection in the store 

* Eminent personalities such as Shobha De, Ira Dubey, Amrita Raichand, Laila Lamba graced the fashion event 

JAYPORE, one of India’s leading destination brands for all things Craft and Artisanal recently showcased ‘Utsav’, its festive collection at their Turner Road, Bandra store. The fashion models were seen showcasing the festive collection in the store. Avantika Kilachand, the Creative Director of Hello! India Magazine hosted renowned personalities like Shobha De, Ira Dubey, Bhavna Somaaya, Surily Goel, Amrita Kilachand, Mallika Singhania, Pooja Advani, Manjeet Kripalani, Anandita De, Priya Gaekwar, Kedhar Gawde, Laila Lamba and Anjali Patel Mehta at the store. 

Jaypore’s `Utsav’ collection is a treasure trove of elevated separates made for transitioning effortlessly into the celebratory season. Luxuriant weaves like Chanderi and tissue Chanderi contemporary mixed fabrics like viscose linen and breathable textiles like cotton adorned with the heritage craft of ajrakh block prints, form the base of these pieces. For the festive home, the `Utsav’ collection carries delicate porcelain table- and serve-ware adorned with Maharashtra’s heritage Paithani weave’s motifs, rustic-style ceramics for easy entertaining and floral-print stoneware that makes memorable gifts. The festive launch at JAYPORE witnessed exiting initiatives at the event that set the tone for the festivities to follow. Aside from the best in fashion, the launch event offered activities such as block printing activity and a whole lot of surprises. Ideal for the upcoming festivities.  The ‘Utsav’ collection from JAYPORE perfectly complements the festive mood with their signature heavy embellishments, stunning embroiders and rich Indian colors and promotes the numerous Indian crafts. From Abr, Lamya, Parinaaz, Advika, Kairavi to Nargis, Kyari in women’s apparel to craft inspired home décor collections that include  Charuta, Sambhalah, Pujya, Uriela, JAYPORE’s new festive collection is  an alluring addition to one’s home.  

Speaking on the launch, Rashmi Shukla - Business Head – JAYPORE, Aditya Birla Fashion and Retail Limited says, “Inspirations for the Utsav Collection are drawn from eclectic sources like Victorian craft of pressing flowers to commemorate special occasions and the complex, Mughal floral motifs, French vineyards, the iconic Kerala Kasavu saree and the iridescent dragonfly to storied ikat weaving traded on the ancient Silk Road. Our festive collection is a blend of traditional and contemporary fashion. Each piece is one-of-its-kind, with elaborate motifs and exquisite artistic details that will elevate any traditional or contemporary look and is ideal for the festive season. JAYPORE strives to preserve, promote, and sustain exclusive Indian handicrafts, that are nurtured through traditions and heritage. We have worked closely with the artisans to give this collection a contemporary rendition Our sole endeavor is to offer our customers the latest fashion trends and we are anticipating this collection will be a humongous success among all our customers as we genuinely strive to bring the rich heritage of India’s handicrafts and handlooms while providing livelihood to artisans who are fundamental in keeping the crafts alive.” 

About JAYPORE 

JAYPORE is one of India’s leading destination brand for all things Craft and Artisanal across exquisite apparel, jewellery and home products. India has a rich heritage of handmade crafts and traditional  products. JAYPORE as a brand is committed to design, source and retail authentic Indian products suited for a modern lifestyle. The brand sources from more than 70 craft clusters and curates it on its beautiful website jaypore.com, and three stores in Delhi and Bangalore. In a very short time, the business has earned high respect amongst the craft vendor community for showcasing products in all its glory and amongst connoisseur customers for making craft accessible. The brand runs an eponymous brand called JAYPORE and also aggregates other artisanal-based brands on its portal. JAYPORE ships worldwide and has a global audience. At the heart of everything JAYPORE does is the commitment to offering sustainable products that elevates everyday life.