Hyderabad: Jaypore, India’s beloved artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Ltd. (ABFRL), collaborated with Bollywood designer Anju Modi to unveil a limited-edition collection through an enchanting evening at their Jubilee Hills store in Hyderabad. The event brought together connoisseurs of art, design, and Indian craftsmanship for a night that celebrated creativity, heritage, and contemporary style.
The evening was an ode to fashion as a form of storytelling through craft. Guests experienced an immersive showcase where the textures, motifs, and colours of the collection came alive through conversations with artisans and live demonstrations of zardosi embroidery.
The limited-edition Jaypore x Anju Modi collection is a thoughtful blend of tradition and modern design, adorned with intricate zari and zardosi embroidery and highlighted by subtle block-printed detailing. The designs evoke timeless elegance, featuring versatile silhouettes for the modern Indian woman – ranging from kurta sets and skirt sets to dupattas – crafted in a rich palette of maroons, teals, mustard, onion pinks, and soft creams. Each piece celebrates India’s craft legacy while being attuned to contemporary sensibilities.
Talking about the partnership, Manu Gupta, Brand Head, Jaypore, said, “Jaypore has always believed that craft is the true soul of fashion. Partnering with a designer like Anju Modi, who shares our respect for heritage and storytelling, allows us to present artisanal design in a fresh, fashion-forward way. This collection celebrates that synergy — timeless, detailed, and distinctly modern.”
Designer Anju Modi added, “Collaborating with Jaypore has been a truly special journey. The collection brings together shared values of heritage, artistry, and thoughtful design. Each ensemble tells a story of craftsmanship that bridges the past and the present – rooted in tradition yet created for today’s woman.”
The Hyderabad event was a celebration of ambience and experience, with the store transforming into a space that echoed the essence of Indian craft. Guests were immersed in an atmosphere where soft lighting played across curated displays, and heritage-inspired décor harmonized with artisanal details, creating a seamless dialogue between tradition and modern design.
The exclusive Jaypore x Anju Modi collection is available across 39 Jaypore stores in India and on the brand’s online platform – www.jaypore.com – offering artisanal ensembles that celebrate craftsmanship, design, and timeless elegance.
