Jaypore, the artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Limited, unveils ‘The World of Botanicals’, its Spring–Summer 2026 campaign. Conceived as a celebration of spring’s quiet arrival, the campaign draws inspiration from English gardens in bloom and the understated elegance of colonial Indian courtyards. Through sunlit florals, softened palettes, and thoughtful compositions, it creates a seasonal narrative that brings together heritage, nature, and contemporary design.

Rooted in Jaypore’s artisanal ethos, the campaign places craft at the forefront, interpreting botanical influences through a distinctly modern lens. It reflects the brand’s continued commitment to elevating Indian craftsmanship while presenting it in ways that feel relevant, wearable, and aligned with today’s evolving aesthetic sensibilities.

“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 heart of the campaign is Jaypore’s Spring–Summer 2026 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.

Hand-painted botanical artworks, vintage miniature-inspired florals, and structured motifs with subtle checks define the seasonal aesthetic. Craft techniques such as block printing, handloom weaving, Ajrakh, Chikankari with Mukaish, Shibori, Jamdani, and Rogan add depth and texture, while lightweight cottons, cotton-silks, and linen blends ensure comfort and breathability for the warmer months.

The campaign will unfold across Jaypore’s retail and digital platforms through immersive visual merchandising inspired by English garden courtyards, editorial storytelling, brand films, collaborations with regional content creators, and curated in-store styling sessions. Together, these touchpoints aim to create meaningful engagement while offering customers a holistic seasonal experience.

With ‘The World of Botanicals’, Jaypore continues to champion India’s rich craft traditions, presenting them within a contemporary lifestyle framework where heritage and nature converge. The Spring–Summer 2026 campaign reaffirms the brand’s vision of celebrating artisanal excellence while shaping a refined, seasonally relevant narrative for modern wardrobes and homes.

Link to the campaign: https://www.instagram.com/reels/DU2XbQuk61H/