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An English garden setting in apparel
An English garden setting in apparel, jewellery, footwear, and accessories
“A complete world of botanicals, reminiscent of an English garden setting”: That’s how Vandana Gupta, creative director, describes Jaypore’s new Spring-Summer 2026 campaign, an ode to the celebration of spring’s arrival. The lifestyle brand from Aditya Birla Fashion and Retail Limited has unveiled The World of Botanicalsthat brings together heritage, nature, and contemporary designs in floral tones.
At the heart of the campaign is the Spring- Summer collection, a cross-category offering spanning apparel, jewellery, footwear, accessories, and home. Organised around floral narratives, the collection interprets botanical inspirations through contemporary silhouettes and summer-ready fabrics, expressed across relaxed coordinated sets, dresses, modern kurta silhouettes, and versatile co-ords suited for both everyday and occasion wear.
“It began with the idea of walking through a blooming garden,” she says, recalling the early conversations. “Sunlight filtering through, flowers in full bloom, and that feeling of freshness and romance. We wanted to capture that.” What has emerged from this vision is a collection, an interplay of soft florals, fluid silhouettes, and craft traditions that have long defined the brand’s identity. While the brand has built its reputation on heritage textiles and earthy palettes, this line leans into a more feminine, ethereal direction, without losing its rootedness. “At the heart of the collection lies an immersive design process. It begins with conversations, an exchange of ideas around what a ‘spring garden’ could mean. Our design teams turn to botanical books, floral studies and artistic interpretations of Nature. These references are distilled into mood boards, which then evolve into hand-painted motifs, sketched by a young team of textile designers. Our audience is the modern Indian woman, discerning, well-travelled and viewing our inspiration from that lens was important.”
The modern Indian woman is the inspiration | Photo Credit: Special Arrangement
The translation from paper to fabric, however, is where craft takes over. Block printing forms the backbone of the collection, complemented by hand screen printing. “Botanicals lend themselves beautifully to these techniques,” explains Vandana adding that a collaborative approach with artisans shape the final outcome. Designers travel to printing clusters, work closely with craftspeople who bring technical expertiseto the table, guiding the decisions on pigments, print density, and execution. “There’s always a dialogue,” she says. “We may imagine something, but it’s the artisans who help us understand how it can truly come alive.”
The colour palette showcases soft pastels including powder pinks, lilacs, and mid-tone bright colours like leafy greens complimented with mustards and gentle yellows.
Yet, the unmistakable warmth of Rajasthan’s sun-baked hues runs through the collection, grounding its lighter notes. Hand-painted botanical artworks, vintage miniature-inspired florals, and structured motifs with subtle checks define the aesthetics. “Some craft techniques are a part of our DNA. We work with Ajrakh, block prints, handloom weaving, Chikankari with Mukaish, Shibori, Jamdani, and Rogan painting. These techniques add depth and texture, while lightweight cottons, cotton-silks, and linen blends ensure comfort and breathability for the warmer months.”
Working within the constraints of block printing also led to creative problem-solving. Limitations in scale and colour pushed the team to explore variation resulting in both bold, contemporary florals, and finer, more intricate interpretations inspired by Rajasthani miniature paintings. “We look at modern botanicals like iris and tulip as well as fine drawings. One of the sub-collections named Narayani draws from the delicate floral detailing seen in Ragamala art and blends it with the quintessential jaali architecture designs of Rajasthan. Here, motifs are smaller, intricate, and almost meditative.”
The silhouettes, too, reflect a balancing act where classic kurtas and dresses sit alongside fusion co-ordsets, designed for a customer who seeks versatility without compromising on identity. Traditional fabrics like Chanderi, a silk-cotton blend known for its sheer texture and subtle sheen, are reimagined in contemporary forms, lending the garments an understated elegance. “There’s a certain quiet glamour to Chanderi,” notes Vandana. “It’s not overly shiny, but it’s not flat either. It has depth.”
The collection incorporates layered techniques like appliqué, thread embroidery, and delicate beadwork to add texture and dimension to the floral narratives. The aim, she explains, was to move away from flat prints and create pieces that feel alive.
The botanical theme is extended into a wider lifestyle offering including home accents, tea sets, jewellery, footwear, and bags | Photo Credit: Special Arrangement
Beyond the garments, Jaypore has extended the botanical theme into a wider lifestyle offering including home accents, tea sets, jewellery, footwear, and bags. “Today’s wearer, particularly younger audiences is increasingly drawn to craft, but seeks it through a contemporary lens,” reflect Vandana, adding, “It’s about expressing that in a way that feels personal and modern. It’s about celebrating that lightness. Allowing women to feel authentic, to embrace craft, and still feel completely modern. There’s a genuine interest in going back to roots.”
Shop for the collection at jaypore.com
Published - May 13, 2026 04:32 pm IST
The Hindu MetroPlus / Coimbatore / fashion / festivals
Source: TheHindu
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