Label Nitya Bajaj has reimagined the ancient Ajrakh craft in the song “Daavudi” from the South Indian film Devara. Featuring Janhvi Kapoor and Jr. NTR, the song showcases a glamorous coastal dream sequence where Kapoor transforms from a village girl to a coastal princess. Reportedly, the label was tasked with creating a visually captivating coastal dream sequence, blending local charm with modern aesthetics.
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Designing for Movement and Elegance
Designer Nitya Bajaj drew inspiration from Ajrakh prints, recognised by India’s Ministry of Culture, and incorporated coastal motifs like shells and florals. The collection included modern techniques such as braiding, raw edging, and asymmetric hemlines to enhance movement during the energetic dance numbers.
“It was essential to keep the cuts reflective of traditional wear but reimagined to match the peppy rhythm of the song,” Bajaj said.
Palette and Coastal Motifs
The palette featured shades of crimson, ivory, turmeric, and charcoal, paired with silver embellishments to blend tradition with cinematic glamour. Fabrics like modal satin, mashru silk, organic cotton, and crepes added elegance and flow, while sea-inspired elements such as pearls and aquamarine beads provided a coastal touch. Ajrakh prints were used to depict palm motifs and village stories, aligning with the director’s vision, according to the label.
Janhvi Kapoor’s Role in Shaping Her Looks
Janhvi Kapoor played a key role in shaping her looks, ensuring the outfits allowed for freedom of movement. Her final ensemble featured asymmetric skirts, dhoti pants, and embellished blouses, while Jr. NTR’s look was completed with cowl-draped dhoti pants and belts.
The Label’s work in Devara marks a successful modern reinterpretation of traditional Indian textiles. “It was a dream to see Janhvi in my designs. She brought grace and beauty to Ajrakh, making the experience unforgettable,” said Nitya Bajaj.