About Shimai Jayachandra
The label was established by award-winning designer Shimai Jayachandra, an alumnus of the esteemed National Institute of Fashion Technology (NIFT). With a strong emphasis on the interplay between art and fashion, the brand is dedicated to preserving artisanal craftsmanship and utilising sustainable natural textiles. The Designer envisions a brand that harmoniously blends modern technology with the heartfelt essence of handmade techniques.
Jayachandra's design philosophy is deeply shaped by her connection to nature, which was nurtured during her childhood in the lush landscapes of southern Kerala. This connection is further enhanced by her extensive travels and love for literature. She believes in the essential role of nature in promoting holistic well-being and skillfully incorporates natural textiles into her couture collections. This approach reflects her commitment to sustainability and an organic aesthetic.
Her entry into the fashion industry was fueled by a strong appreciation for visual storytelling, heavily influenced by the works of photographer Steven Meisel. To her, photography is a powerful medium that articulates complex narratives. Her fervor for travel photography has led her to explore 33 cities across the globe, including key cultural hubs in the Middle East, Europe, Asia, Central Asia, and various regions of India. Her photographic works have garnered attention in prestigious publications such as National Geographic Traveller and Lonely Planet.
In 2017, she established her eponymous label, deriving creative impetus from her transformative travels, encounters with diverse art forms, historical landmarks, ancient architectural marvels and nature. Her collections reflect a synthesis of artistic expression and poetic resonance inspired by these experiences. This results in designs that not only embody elegance but also showcase meticulous craftsmanship and incorporate diverse artistic influences from around the world.
The brand proactively engages with artisan communities in India, cultivating a synergistic partnership supporting the sustainable livelihoods of over 200 artisans. Its mission is reflected in the ongoing initiative Threads of Kanchipuram, which focuses on empowering the Kanchipuram Weaver community through skill development and capacity building. Furthermore, the brand has initiated the Tree Keeper project, aiming to contribute to reforestation efforts with a target of planting 2,000 trees by 2025. This strategic approach enhances environmental sustainability objectives and supports the brand's purpose.