Label Nitya Bajaj Revives Ajrakh in a Coastal Dream for the Film Devara

In a captivating blend of traditional craftsmanship and modern glamour, Label Nitya Bajaj breathes new life into the ancient art of Ajrakh in Daavudi, a song from the South Indian film Devara, featuring Janhvi Kapoor and Jr. NTR. Known for her dedication to reviving Indian textiles, designer Nitya Bajaj was entrusted with creating a visually stunning coastal dream sequence that seamlessly merges local charm with contemporary aesthetics.

In the song, Janhvi Kapoor transforms from a village girl into a glamorous coastal princess, a vision that Bajaj brought to life by reinterpreting Ajrakh prints, which are recognized by India’s Ministry of Culture. Drawing inspiration from coastal elements such as shells and florals, Bajaj infused this traditional craft with fresh techniques like braiding, raw edging, and asymmetric hemlines to complement the song’s lively rhythm and energetic dance sequences.

“It was important to maintain traditional cuts, yet reimagine them to match the peppy vibe of the song,” shared Nitya Bajaj. The designs feature silver embellishments and a refined colour palette of crimson, ivory, turmeric, and charcoal, reflecting a perfect union of tradition and cinematic glamour.

The fabrics used—modal satin, mashru silk, organic cotton, and crepes—enhanced the fluidity and elegance of the pieces, while sea-inspired details like pearls and aquamarine beads intensified the coastal theme. The Ajrakh prints, featuring palm motifs and village stories, were resist-printed to echo the director’s vision of blending heritage with a coastal setting.

Janhvi Kapoor played a pivotal role in shaping the final looks, ensuring the designs allowed freedom of movement while maintaining an aura of elegance. The final collection included asymmetric skirts, dhoti pants, intricately embellished blouses, and bespoke silver accessories. Jr. NTR’s look, featuring cowl-draped dhoti pants and adorned belts, completed the transformation from rustic charm to cinematic splendour.

“It was a dream to see Janhvi in my designs. She brought grace and beauty to Ajrakh, making the experience unforgettable,” Nitya Bajaj expressed.

Label Nitya Bajaj’s reinterpretation of Ajrakh, blending heritage with modern style, has set a new standard in both fashion and film, showcasing the timeless beauty of traditional textiles in the contemporary world.