KOCHI:
Jaypore, the leading artisanal fashion and lifestyle brand from Aditya Birla Fashion and Retail Ltd (ABFRL), launches its exclusive collection on the auspicious occasion of Onam. The limited time collection merges tradition, culture and heritage with contemporary modern aesthetics for a timeless Onam celebration.
‘Mangalam’ – their apparel edit – capturing the true essence of Onam, is meticulously crafted to create an auspicious canvas where exquisite khadi and block-printed florals come to life. This specially curated collection finds home at JAYPORE stores and presents a symphony of traditional craftsmanship and modern elegance, in cotton.
With careful attention to detail and refined craftsmanship, ‘Mangalam’ will feature sophisticated silhouettes of kalidaar and straight kurtas, tunics and dupattas, festooned with florals block-prints and hand-applied sequins. Apart from these eclectic ensembles, JAYPORE stores are also hosting traditional Kasavu sarees with zari borders enriching each piece with a pristine elegance. A mesmerizing array of traditional wear, ‘Mangalam’ is bound to spread cheer and usher in the Onam festivities.
In homage to the Onam spirit, JAYPORE extends its celebration to Home Decor and Jewellery. Embrace the divine allure at home with finely crafted puja essentials and prabhavalis in brass, along with wood and marble serve ware adding delight to your Onam Sadhya. Enthusiasts can also elevate their festive attire with handcrafted temple jewellery, mirroring Southern Indian architecture, elaborate necklaces and gilded jhumkas, with JAYPORE’s fusion of tradition and elegance.
Celebrating the launch of the new festive collection, Rashmi Shukla, Business Head & Sr Vice President- JAYPORE, said, “We at JAYPORE curate festive collections that provide a holistic experience. These collections resonate with the festive essence, spanning across apparel, home decor, and jewellery. Rooted in traditional crafts and heritage, they evolve into contemporary forms, infusing novelty into the familiar. For instance, our kurtas in the Mangalam collection draw the ivory and gold colour palette from traditional kasavu sarees, while embracing contemporary silhouettes. These ensembles and much more can be found at our stores that are displaying the festive spirit of Onam.”
The exclusive collection by JAYPORE, stands as a true testament to the brand’s dedication towards high quality craftsmanship, curating local designs and facilitating a global connection between artisans and patrons alike. The brand is unwaveringly dedicated to the revitalization, preservation and expansion of Indian crafts and the artisans behind them. JAYPORE strives to breathe new life into these traditional art forms, fostering the growth of the skilled craftsmen. Enthusiasts can embrace the essence of Onam and shop the latest festive collection online or at JAYPORE’s exclusive brand outlets in Kerala and Bengaluru.
