Jaypore & Krishna Mehta Partner For Exclusive Collection

EE News Desk Sep 13, 2024

The collection was launched at Jaypore’s store at Phoenix Palladium, Mumbai, creating an evening filled with craft and conversations

Jaypore, from the house of Aditya Birla Fashion and Retail, has partnered with designer Krishna Mehta to unveil an exclusive collection that celebrates India’s rich cultural heritage while adding a fresh and modern twist. The collection was launched at Jaypore’s store at Phoenix Palladium, Mumbai, creating an evening filled with craft and conversations.

The event was not just a fashion showcase, but an immersive experience into India’s cultural history, witnessed by an audience that included special guest of honour, the folk-pop singer and actress Ila Arun, whose presence added gravitas to the occasion. The evening was hosted by actress and model Suchitra Pillai, who effortlessly guided the event’s narrative while engaging the audience with the deeper meaning behind the collection.

Master artisan Kundan Singh Bisht's live demonstration added a layer of artistry to the evening, showcasing the timeless craft of hand block printing. His deft hands transformed raw fabric into intricate designs, mirroring the painstaking detail featured throughout the collection. Guests were treated to an intimate glimpse of the craftsmanship behind the collaboration, elevating their appreciation of the pieces' authentic, handcrafted essence.

Radhika Chhabra, Creative Head, Jaypore expressed her excitement, “At Jaypore, we have always believed in the power of storytelling through crafts. This collection with Krishna Mehta is a true reflection of our mission to bring India’s rich artisanal legacy to the forefront. It is not just fashion; it is a statement of pride in our roots and a celebration of the incredible skill and artistry that define our culture.”

Speaking about the collaboration, Mehta added, “This collection is a tribute to India’s incredible textile heritage. I have always been fascinated by the Indian textiles, crafts, and techniques that our artisans employ. With Jaypore, I found a partner who shares my vision of blending tradition with modernity, creating a collection that is timeless yet relevant for today’s fashion-conscious consumers.”

This women’s only collection features elegant kurtas, pants, and dupattas. Each piece is designed to embody grace, using a palette of earthy tones, vibrant accents, and contemporary motifs that evoke India’s textile heritage. The collection combines luxurious fabrics like Chanderi silk with intricate block prints and hand embroidery, offering a modern take on traditional craftsmanship. Designed for the modern woman, these pieces are versatile yet unique, seamlessly transitioning from day to evening wear while staying rooted in Indian artisanal traditions.

This collaboration blends Jaypore’s commitment to preserving and promoting traditional crafts with Krishna Mehta’s distinctive flair for reimagining classic Indian textiles and crafts. The collection tells the story of India’s skilled artisans, whose age-old techniques have been passed down through generations. Each piece is thoughtfully crafted to offer a contemporary silhouette while paying homage to the country’s cultural roots.