About Shimai Jayachandra

Founded in 2017 in Chennai, India, the label was established by award-winning designer Shimai Jayachandra, an alumnus of the esteemed National Institute of Fashion Technology. With an intense focus on the synergy between art and fashion, the label prioritises the conservation of craftsmanship. The Designer believes that one can raise a brand with all the technologies we have today but still with the human touch of handmade techniques.
 
Inspired by nature, art, and travel, the Designer blends ideas through her collection's experimental designs and innovative concepts while maintaining its incredible heritage and values. The common thread in her work is the intense focus on hand embroidery, unusual colour combinations, the aesthetic of rich Indian textiles, and meticulous craftsmanship in its pure form and complexity to fit the contemporary consumer. 
 

 
The brand consistently engages with India's artisan communities, with which it coexists. An ongoing project titled 'pure' to empower India's craft community and build sustainable livelihoods for more than 200 artisans defines the brand's purpose.