Jaypore, the premium artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd. (ABFRL), has unveiled its exclusive Diwali collection in collaboration with acclaimed Bollywood designer Anju Modi. The launch took place at the brand’s newly opened flagship store in GK1, New Delhi, in an evening celebrating heritage, craft, and festive style.
The event, curated by Ibtida Ek Mehfil and hosted by Baahar Dhawan, brought together art connoisseurs, fashion enthusiasts, and craft lovers for an immersive experience. Guests witnessed live demonstrations of zardosi embroidery, explored the textures and motifs of the collection, and engaged with artisans to understand the intricate craftsmanship behind each piece.
The GK1 flagship store itself became part of the storytelling, with a Phulkari-inspired façade illuminated like a tapestry of light, and interiors softened with artisanal accents, creating a blend of heritage and contemporary design.
The Diwali collection merges tradition with modern sensibilities, featuring intricate zari and zardosi embroidery, block-printed details, and festive silhouettes including kurta sets, skirt sets, and dupattas. The palette of maroons, teals, mustard, onion pinks, and soft creams brings alive the festival’s luminous spirit, making each piece versatile, elegant, and ready for celebrations.
Speaking about the collaboration, Manu Gupta, Vice President & Brand Head, Jaypore, said, “At Jaypore, we strive to celebrate India’s diverse craftsmanship while reinterpreting it for the contemporary woman. This collaboration with Anju Modi was a seamless confluence of vision and ethos. The Diwali collection reflects that harmony—timeless craftsmanship brought alive in silhouettes that are both festive and modern.”
Designer Anju Modi added, “Diwali is a festival that celebrates joy, light, and togetherness. Collaborating with Jaypore allowed us to translate that spirit into a collection where every embroidery, print, and silhouette tells a story of heritage reimagined for the present. It is wonderful to see craft, culture, and celebration being honoured in such a beautiful way through this collaboration.”
The collection is available across 37 Jaypore stores in India and on the brand’s online platform – www.jaypore.com.
