Mumbai: Jaypore, the artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Limited, has launched its Spring–Summer 2026 campaign titled ‘The World of Botanicals’. The seasonal narrative draws inspiration from English gardens in bloom and the understated elegance of colonial Indian courtyards, blending heritage influences with contemporary Indian craftsmanship.
Through sunlit florals, softened colour palettes and thoughtful visual compositions, the campaign captures the quiet arrival of spring while reinforcing Jaypore’s commitment to craft-led storytelling. Botanical inspirations are interpreted through a modern lens, reflecting the brand’s focus on presenting traditional Indian artistry in ways that are relevant and wearable for today’s consumers.
“Every season at Jaypore begins with a feeling,” said Manu Gupta, Brand Head, Jaypore. “With ‘The World of Botanicals’, we wanted to capture the quiet arrival of spring – gentle, fragrant, and full of promise. This campaign is our love letter to summer gardens, to slow mornings, and to the beauty of Indian craft meeting nature’s poetry. From hand-painted florals to airy silhouettes, every piece carries the breath of spring and the romance of thoughtful making. It is a world where heritage blooms alongside modern ease.”
At the core of the campaign is Jaypore’s Spring–Summer 2026 collection, spanning apparel, jewellery, footwear, accessories and home. Organised around floral narratives, the collection features contemporary silhouettes and summer-ready fabrics across coordinated sets, dresses, modern kurta styles and versatile co-ords designed for both everyday and occasion wear.
The seasonal aesthetic is defined by hand-painted botanical artworks, vintage miniature-inspired florals and structured motifs paired with subtle checks. Craft techniques such as block printing, handloom weaving, Ajrakh, Chikankari with Mukaish, Shibori, Jamdani and Rogan bring texture and depth, while lightweight cottons, cotton-silks and linen blends ensure breathability for the warmer months.
The campaign will roll out across Jaypore’s retail and digital platforms through immersive visual merchandising inspired by garden courtyards, editorial storytelling, brand films, regional creator collaborations and curated in-store styling sessions. Through these touchpoints, the brand aims to offer customers a holistic seasonal experience while deepening engagement with its craft narrative.
With ‘The World of Botanicals’, Jaypore continues to champion India’s rich artisanal traditions within a contemporary lifestyle framework, reaffirming its vision of celebrating heritage while shaping seasonally relevant wardrobes and homes.
