Jaypore launches ‘Basant’ collection with Shefali Shah, Kalki Koechlin

By

Maverick Martins

Published
Mar 16, 2023

Ethnic wear brand Jaypore from Aditya Birla Fashion Retail and Lifestyle (ABFRL) has launched their spring-summer 23 collection ‘Basant’ with a campaign featuring actors Shefali Shah and Kalki Koechlin.

The campaign titled ‘#TheFabricofIndia’ pays homage to the affluent and heritage crafts from diverse parts of India and applauds the craft contributors.

The brand’s newly launched collection includes apparel, home décor, jewellery, accessories, and more.

Commenting on the launch, Rashmi Shukla, business head of Jaypore in a statement said, “We believe #TheFabricofIndia campaign has the power to reach a larger audience and create a sense of awakening of the rich and diverse crafts that India proudly boasts of.  Jaypore celebrates our timeless artisanal heritage reimagined with this campaign."

“Featuring talented personalities like Shefali Shah and Kalki Koechlin this campaign showcases crafts that are highlighted by our spring-summer 23 collections," Shukla added.

Jaypore’s collections are available on the brand’s website and across stores in Delhi, Mumbai, Bengaluru, Lucknow, Pune, Ahmedabad, Trivandrum, and Kochi.