MAM
Jaypore’s New SS’24 collection redefines spring/summer fashion with timeless artistry
Mumbai: Jaypore, the artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Ltd., launches its Spring Summer ‘24 collection – amalgamating ease and elegance. With classic hues and breezy silhouettes crafted from airy cotton fabrics, each piece is perfect for a graceful summer ensemble. From flowing floral dresses to sartorial kurtis tunics and relaxed trousers, every piece exudes effortless style and breathability– ideal for the sunny days and balmy nights ahead.
One of India’s leading destination brands for all artisanal finds, Jaypore’s range extends across apparel, jewellery, home accents, and accessories. India’s heritage of handmade crafts and traditional finds is honoured with the brand’s commitment to designing, sourcing, and retailing authentic Indian products suited for a contemporary lifestyle.
Aditya Birla Fashion and Retail Ltd CEO, ethnic business Sooraj Bhat said, “The SS’24 collection highlights Jaypore’s steadfast commitment to harmonizing traditional craftsmanship with contemporary aesthetics. It reflects our firm dedication to providing customers with timeless apparel, jewellery and home accents that pay homage to our rich historical legacy while embracing modernity. The new SS’24 collection embodies a timeless elegance while prioritizing the comfort and crafts this season needs. The light fabrics, chic silhouettes, and crafts such as block prints, Ajrakh, Hand-embroidery, Chikankari, Ikat textiles, Tribal silver, Temple, and Filigree jewellery, and many more make a perfect addition to any summer wardrobe and home.”
Jaypore’s SS’24 collection curates authentic Indian crafts like block prints, ajrakh, hand embroidery, Chikankari, ikat, and more. Drawing inspiration from the sleek geometry emblematic of Bauhaus aesthetics is the ‘Lagom’ range which seamlessly blends modernistic influences with traditional craft. This unique collection harmonizes angular and abstract design cues with the heritage of Ajrakh, adorning contemporary cotton separates with a fusion of artistry and modern sophistication.
Envisioning a canvas where line-drawn floral motifs waltz in harmony with the rich heritage of block printing is the Kaashni collection, resembling a vibrant tapestry of spring blooms adorned in mesmerizing reds and blues. Each cotton separate has a touch of carved wooden blocks, bearing witness to the age-old craft.
Jaypore’s SS’24 Gauri range is an epithet to Goddess Parvati who signifies purity and sheer brilliance. This white-on-white collection celebrates classic ethnic silhouettes with the regal heritage craft of khadi block prints. The blossoming floral fluencies, traditional motifs, and tessellations are in a celebration on the splendid canvas of cotton.
Casting a dreamy summer spell, the floral motif language of the Camilla collection is reminiscent of a verdant oasis, brimming with vitality. Each contemporary piece is variegated with lush botanical prints that breathe life into your summer silhouette, set against the backdrop of breezy linen blend textures.
Naisha plays with a medley of sorbet-dipped hues, hand-embroidered nuances and block-printed spells for spring and summer. Crafted from cotton silk, these separate bloom with efflorescent motifs resembling a vibrant flowerbed, exuding a fresh and breezy vibe, delicately accentuated with skilful embroidery.
For men, Jaypore’s SS’24 range offers Chippa and Aadir collections. Chippa is a modern translation of the craft with sublime silhouettes in cotton for men to define elegance. Carrying the earthy essence of hand-pressed block prints, dabu is an 8th century A.D. mud-resist technique from Akola in Rajasthan, that has been brought back from time.
Aadir is a menswear range showcasing a tapestry adorned with the celestial dance of striped block prints. Each piece is a vivid canvas painted with lines reminiscent of sun-kissed horizons, mirroring the serene patterns of wind-swept sand dunes. Feel the harmonious symphony of earthy tones and lines that narrate stories of summer’s blissful essence.
Every style from Jaypore tells a story that will make your summer more memorable than ever. It’s true, no ensemble is truly tied together without the right accessories, hence, the brand has launched artisanal accessories as part of the SS24 collection. Ornate tribal silver earrings and rings, Jodhpuri filigree necklaces, Ghungroo-adorned jhumkas, and gilded temple jewellery, from Jaypore’s SS’24 collection make for the perfect addition to every look.
With prices ranging from Rs 3,000 onwards, Jaypore’s SS’24 collection invites crafts and fashion enthusiasts to explore and embrace the rich heritage of Indian artistry. The new SS’24 collection is now available at Jaypore stores across the country and on the brand’s website.
AD Agencies
Fevicol releases its last ad campaign by the late Piyush Pandey
The adhesive brand’s last campaign by the late advertising legend Piyush Pandey turns an everyday Indian obsession into a quietly powerful metaphor
MUMBAI: Fevicol has never needed much of a plot. A sticky bond, a wry observation, a truth that every Indian instantly recognises — that has always been enough. “Kursi Pe Nazar,” the brand’s latest television commercial, is no different. And yet it carries a weight that no previous Fevicol film has had to bear: it is the last one its creator, the advertising legend Piyush Pandey, will ever make.
The film, released on Tuesday by Pidilite Industries, fixes its gaze on the kursi — the chair — and what it means in Indian life. Not just as a piece of furniture, but as a currency of ambition, a vessel of authority, and a source of quiet social drama that plays out in every home, office and institution across the country. Who sits in the chair, who waits for it, and who eyes it hungrily from across the room: the film transforms this sharply observed cultural truth into a narrative that is, in the best Fevicol tradition, funny, warm and instantly familiar.
The campaign was Pandey’s idea. He discussed it in detail with the team before his death, but did not live to see it shot. Prasoon Pandey, director at Corcoise Films who helmed the commercial, said the team needed five months to find its footing before they felt ready to shoot. “This was the toughest film ever for all of us,” he said. “It was Piyush’s idea, magical as always.”
The emotional weight of that responsibility was not lost on the team at Ogilvy India, which created the campaign. Kainaz Karmakar and Harshad Rajadhyaksha, group chief creative officers at Ogilvy India, described the process as “a pilgrimage of sorts, on the path that Piyush created not just for Ogilvy, but for our entire profession.”
Sudhanshu Vats, managing director of Pidilite Industries, said the film was rooted in a distinctly Indian insight. “The ‘kursi’ symbolises aspiration, transition, and ambition,” he said. “Piyush Pandey had an extraordinary ability to elevate such everyday observations into iconic storytelling for Fevicol. This film carries that legacy forward.”
That legacy is considerable. Over several decades, Pandey’s partnership with Fevicol produced some of the most beloved advertising in Indian history, building the brand into something rare: a household name that people actively enjoy watching sell to them.
“Kursi Pe Nazar” does not try to be a tribute. It simply tries to be a great Fevicol film. By most measures, it succeeds — which is, in the end, the most fitting send-off of all.
