About Shimai Jayachandra
Weaving Nature, Art, and Legacy into Modern Couture.
Shimai Jayachandra, an alumna of the National Institute of Fashion Technology (NIFT) and an award-winning designer, is the founder of her eponymous label. A true storyteller, she weaves narratives of heritage, sustainability, and global artistry into each outfit. She has carved a unique niche in the fashion world with her innovative textures and collections that represent a harmonious blend of modernity and traditional handmade techniques, resonating with poetic depth.
Roots in Nature, Crafted by Culture
Born and raised in the lush landscapes of southern Kerala, Jayachandra's design philosophy reflects her deep reverence for nature. She sees nature as a vital force for well-being, seamlessly incorporating natural textiles, natural dyes, and eco-conscious practices into her couture collections.
A Lens on the World: Travel as a Muse
Jayachandra's creative universe is as expansive as her passport. With travels spanning 33 cities across the Middle East, Europe, Asia, and Central Asia, she draws inspiration from the world's cultural tapestry. Her background in travel photography, featured in National Geographic Traveller and Lonely Planet, sharpens her eye for visual storytelling. Like her idol, photographer Steven Meisel, she believes fashion is a language of its own, capable of articulating emotions, histories, and rebellions.
The Label: Where Craft and Activism Intersect
Shimai's collection communicates stories that address social and environmental issues. Her designs honour the earth, uplift communities, and challenge the industry's excesses. The label actively partners with over 200 Indian artisans, ensuring their craft thrives in a modern context. Initiatives like 'Threads of Kanchipuram' empower weavers through skill development, while the 'Tree Keeper' project underscores her commitment to reforestation, with a goal to plant 2,000 trees by 2025. This approach enhances environmental sustainability objectives and supports the brand's purpose.