fabrics | Retail

The “The Fabric of India” campaign is started by Jaypore

Published: March 20, 2023
Author: Fashion Value Chain

To commemorate Spring-Summer 23 and the extensive and varied crafts of India, Jaypore, a renowned artisanal lifestyle brand from Aditya Birla Fashion Retail and Lifestyle (ABFRL), launched The Fabric of India campaign.

The campaign showcases regal crafts like Gota patti, Silk Handloom, and Tribal Silver Jewelry, among others. Shefali Shah and Kalki Koechlin, two well-known people, have praised the opulent crafts.

The company’s Basant Spring/Summer collection includes classic crafts including chikankari, block printing, hand embroidery, and more. These items can be found in clothing, home decor, jewellery, and accessories.

According to Jaypore, the campaign modernises and honours India’s handcrafted legacy. The ad features wonderfully created craft stories for clothing, jewellery, and home decor.

Stores in Delhi, Mumbai, Bangalore, Lucknow, Pune, Ahmedabad, Trivandrum, and Kochi carry the Spring-Summer line.

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