Craft inspired fashion and lifestyle brand Jaypore has launched a clothing collection named ‘Chandini’ to celebrate India’s recent moon landing with a celestial pre-festive womenswear line inspired by Mughal aesthetics.
“With the festivities approaching, ‘Chandini’ emerges as the quintessential range to adorn,” said Jaypore’s business head and senior vice president Rashmi Shukla in a press release. “The golden hues, reminiscent of celestial beauty, infuse each piece with an unparalleled richness. This union of khadi block print with hand embroidery creates a sophisticated silhouette. The collection is incredibly versatile and was crafted with not just one festival in mind, but to seamlessly fit into all celebratory occasions.”
Each piece in the Chandini collection has been crafted using traditional textile and embroidery techniques as part of Jaypore’s mission to preserve and promote Indian craftsmanship. The pre-festive line includes short kurtas, shararas, churidar bottoms, angrakhas, and kalidar kurtas among others which feature delicate moon adornments and subtly sparkly embellishments.
The collection has launched on Jaypore’s direct to customer e-commerce store and in its flagship stores in Delhi, Bengaluru, Mumbai, and Indore among other Indian cities. Garments in the collection are priced from Rs 5,990.
Jaypore is an Aditya Birla Fashion and Retail Limited brand and counts 20 stores across India. ABFRL is part of Indian conglomerate The Aditya Birla Group and has a total store network of 3,977 stores across approximately 33,535 multi-brand outlets with 6,723 points of sale in department stores in India.
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