Jaypore launches new festive collection celebrating Ajrakh and Kalamkari crafts

Fashion brand Jaypore has launched a new festive collection titled A Tale of Two Crafts, bringing together traditional Ajrakh and Kalamkari textile art. The collection is inspired by the night sky, constellations, and Indian flora and fauna. Jaypore operates under the banner of Aditya Birla Fashion and Retail Limited.

Design Details

Creative head Vandana Gupta explains that the design team wanted to make traditional crafts accessible for everyday wear rather than restricting them to expensive silk garments or special occasions. The team worked with Sufian Khatri in Ajrakhpur to develop star-inspired patterns using geometric shapes and dots. This style is paired with Kalamkari motifs depicting deer, birds, and plants. The designers also drew inspiration from Gond art and its dotted star-like techniques, giving animal motifs a playful and abstract look.

Materials and Colors

The clothing line features relaxed kurtas, tunics, fluid dresses, coordinated sets, pants, and dupattas made from cotton. To create unique textures, the team introduced slubs that absorb natural dyes differently. Ajrakh items use black, white, charcoal, and indigo to mimic a night sky, while Kalamkari brings earthy reds, rusts, greens, and mustard tones. The makers avoided synthetic dyes, relying entirely on the natural color spectrum. Furthermore, Kalamkari undergoes a milk treatment that softens the fabric, while Ajrakh's multiple dye baths give it a distinct feel.

Context

Traditional Indian textile arts like Ajrakh and Kalamkari rely heavily on hand-block printing and natural dyes, requiring skilled artisan clusters to keep the heritage alive. Modern fashion labels often collaborate directly with these craft hubs to bring handmade garments into mainstream commercial markets. This approach helps sustain traditional artisan livelihoods while adapting classic techniques for younger, everyday consumers.