New SS’24 collection by Jaypore blends Indian craftsmanship with modern aesthetics

Seamlessly blending age-old Indian craftsmanship with contemporary flair, Jaypore has unveiled its Spring Summer '24 (SS’24) collection. Embracing the essence of the warm season, the collection offers a wide range of breathable cotton garments, featuring floral dresses, kurtis, and trousers, meticulously designed to marry comfort with style.

The SS'24 lineup offers an exquisite collection of Indian crafts, including block prints, ajrakh, hand embroidery, and ikat, etc. A highlight of this collection is the 'Lagom' range. Inspired by the Bauhaus aesthetics, this range seamlessly blends modern design with traditional Ajrakh prints for a captivating fusion of artistry and sophistication.

The Kaashni range features line-drawn floral motifs and vibrant block prints that epitomise the essence of spring. Meanwhile, dedicated to Goddess Parvati, the Gauri range comprises classic ethnic silhouettes and khadi block prints that radiate purity and brilliance.

The Chippa and Aadir menswear collections present modern interpretations of traditional craft techniques, such as hand-pressed block prints and striped patterns, catering to contemporary tastes with finesse.

Besides apparel, Jaypore's SS'24 collection boasts artisanal accessories like tribal silver earrings, filigree necklaces, and temple jewelry. Priced at Rs 3,000 and above, the collection beckons fashion enthusiasts to delve into India's rich legacy of craftsmanship.

Available both in Jaypore stores nationwide and online, the SS'24 collection celebrates the timeless allure of Indian craftsmanship intertwined with modern aesthetics.

Renowned as one of India's premier artisanal brands, Jaypore offers a diverse spectrum of apparel, jewelry, home decor, and accessories. While catering to modern sensibilities, the brand continues to celebrates India’s rich heritage with its showcase of authentic Indian products.

Sooraj Bhat, CEO - Ethnic Business, Aditya Birla Fashion and Retail, says, the SS’24 collection is a testament to Jaypore's unwavering dedication to harmonise traditional craftsmanship with contemporary aesthetics. It embodies the qualities of timeless elegance, comfort and craftsmanship, that are requisite for the season.