Jaypore reinterprets Hyderabad’s royal heritage in The Nizam campaign

Jaypore has introduced The Nizam, a campaign that revisits the imperial heritage of Hyderabad through a contemporary, fashion-led perspective. The initiative draws from the sophisticated aesthetic associated with the Nizams of Hyderabad, foregrounding the region’s architectural legacy, artisanal traditions and quiet expressions of luxury. As part of Aditya Birla Fashion and Retail Ltd., the brand positions this campaign as an exploration of refined grandeur rooted in the Deccan.

The campaign film presents a series of intimate, atmospheric visuals, styled as a moving miniature painting. It captures the swirl of dhuna, the gentle drift of ittar in morning light and the sound of footsteps under the arches of Charminar. Soft laughter echoing through historic spaces adds to the portrayal of Nizami culture, emphasising artistic restraint and understated opulence. Each vignette brings classical references into a contemporary setting, reinforcing Jaypore’s focus on heritage interpreted for modern sensibilities.

 

 

 

 

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Manu Gupta, brand head at Jaypore, notes that The Nizam seeks to reinterpret Hyderabad’s royal past through subtlety rather than extravagance. He highlights the campaign as a tribute to craftspeople and to women who express strength through elegance.

The accompanying collection is crafted in cotton-silk and rich silks and showcases detailed hand embroidery alongside techniques such as Rogan art, lampi gota work, handwoven tissue accents and sequins in antique tones. The colour palette reflects the region’s twilight hues, including deep wine, antique gold, jade, ivory, red and black. The designs combine contemporary silhouettes with traditional craftsmanship, offering garments that emphasise cultural depth while maintaining modern appeal.

Beyond apparel, The Nizam extends into artisanal jewellery and home accents designed to complement the collection’s aesthetic. These elements build a coherent universe that aligns cultural memory with present-day lifestyle needs.

The campaign positions The Nizam as an invitation to rediscover enduring beauty, highlighting the continued relevance of Hyderabad’s royal legacy.