Artisanal lifestyle brand Jaypore, part of Aditya Birla Fashion and Retail Limited (ABFRL), has launched a new collection that pairs two of India’s best-known textile traditions, Ajrakh and Kalamkari, in clothing designed for daily wear.
Titled A Tale of Two Crafts, the line reworks the two hand-block printing crafts into contemporary silhouettes, drawing on starry nights and the natural world for its inspiration. The pieces are printed in deep, earthy shades and made from breathable fabrics such as pure cotton and cambric. Because the prints are handcrafted, the brand says, each piece carries small variations, and no two are exactly alike.
The two crafts bring different design languages to the range. Ajrakh, known for intricate geometric patterns and an earth-inspired palette, evokes starry skies. Kalamkari, a storytelling tradition, draws on flora, fauna and organic forms.
Speaking about the collection, Vandana Gupta, Creative Head, Jaypore, said, “At Jaypore, we believe that craft is a living expression of the stories, traditions and communities that shape it. With ‘A Tale of Two Crafts’, we bring together the distinct beauty of Ajrakh and Kalamkari, drawing from their deep connection with nature, colour and the artisan’s hand. The collection is our way of celebrating these enduring traditions while giving them a place in contemporary wardrobes. Through easy silhouettes, thoughtful details and the individuality of handcrafted prints, we hope to make India’s rich artisanal legacy a part of everyday dressing, to be worn, cherished and lived in.”
The range covers relaxed kurtas and tunics, fluid dresses and coordinated sets, along with comfortable pants and dupattas that can be styled for different occasions. The brand describes the overall look as balancing artisanal richness with understated elegance.
The launch continues Jaypore’s focus on India’s craft heritage. The brand hosts more than 30 crafts across apparel, jewellery and home products, and operates 45 stores across India alongside its website. It also aggregates other artisan-based brands on its portal and ships worldwide.
The collection is available at Jaypore stores across India and online at www.jaypore.com.
